What: Macy’s kicks off the holiday season with curated gift lists, expanded in-store Holiday Square markets, and immersive experiences, aiming to drive engagement and sales after its first quarterly growth in three years.

Why it is important: This approach highlights how experiential retail and curated assortments are becoming essential for department stores to compete in a crowded holiday market.

Macy’s has launched its 100 Days to Christmas campaign, unveiling a curated list of 100 unique holiday gifts and promising over 40% newness in its seasonal assortment. The retailer is expanding its experiential Holiday Square market concept, with the Herald Square flagship hosting a 15,000-square-foot market featuring customizable gifts and on-site food vendors, and Chicago’s State Street store debuting its own version with a French-inspired flair. Macy’s is also rolling out immersive Santa experiences and a nationwide Santa tour, building on the momentum of its first quarterly sales growth in three years. The strategy reflects a broader industry trend toward early and extended holiday marketing, as well as the integration of in-store experiences, exclusive products, and digital engagement to attract shoppers. Macy’s efforts come amid aggressive holiday promotions from competitors like Amazon and Target and mixed forecasts for 2025 holiday retail sales, underscoring the need for innovation and differentiation in a highly competitive market.

IADS Notes: Macy’s expansion of its Holiday Square experiential markets and early holiday marketing campaigns reflect a broader transformation in US holiday retail strategy. As reported by WWD in October 2024, Macy’s introduced both indoor and outdoor holiday markets at Herald Square, blending traditional market experiences with curated, trend-driven assortments and supporting diverse vendors . Press Release in July 2025 and The Robin Report in October 2024 highlighted Macy’s Black Friday in July and 100 Days to Christmas campaigns, illustrating the trend toward longer, more competitive holiday selling seasons and innovative promotional strategies . Retail Dive in August 2025 and The Robin Report in January 2025 described Macy’s partnership with Amazon for retail ads and the increasing importance of omnichannel, AI-driven, and mobile-first holiday shopping experiences . BoF in January 2025 and Forbes in September 2025 noted Macy’s mixed holiday sales results, the performance of competitors like Amazon and Target, and the critical role of portfolio optimisation and customer-centric strategies . Finally, PwC and BCG in September 2025 provided mixed forecasts for 2025 holiday sales, emphasising the impact of generational shifts, value-driven consumer behaviour, and the need for retailers to balance digital innovation with in-store experiences .

Macy’s kicks off ‘100 Days to Christmas’ with new merchandise, curated gift ideas