What: Macy’s has launched its Top 100 Gifts list and Gift Guide for the US holiday season, with 63% newness across gifting categories and a dedicated shop for its 100th Thanksgiving Day Parade.

Why it is important: Macy’s is using an edited gift list and the parade centenary to set its holiday offer apart, continuing a strategy that puts quality and value ahead of deep discounting.

Macy’s There’s Magic Inside campaign brings together its Top 100 Gifts, a Gift Guide and a seasonal assortment across fashion, beauty, home, toys, tech, food and décor. Chief merchandising officer Nata Dvir framed the selection around sought-after brands, new discoveries, quality and competitive pricing.

In beauty and fragrance, the list includes gift sets, advent calendars and discovery samplers from Dior, Jo Malone, Creed and Maison Francis Kurkdjian, with new launches from Chanel and Prada. Fashion and accessories feature Miu Miu, Movado, UGG and The North Face, Coach’s updated Kisslock shoulder bag and an expanded range of lab-grown diamond jewellery, including $2,500 earrings in 14k gold. Home gifting covers Breville, Harry & David and MacKenzie-Childs. Toys range from LEGO and Barbie to KPOP Demon Hunters and Avengers Doomsday lines, while tech includes smart glasses and MyArcade miniature retro arcade systems.

The Parade Shop offers centenary collectibles, including a Parade Bear collection, a Levi’s capsule and limited editions from partners such as Lenox and Waterford.

The Gift Guide organises recommendations by price, recipient and category. Customers can shop in stores, online, in the app or through DoorDash same-day delivery from more than 350 locations, with MyStylists offering personalised recommendations.

IADS Notes: Last holiday season, about 40% of the Herald Square assortment was new, and Macy’s put quality and value ahead of deep discounting (WWD, November 2025). The Parade Shop extends a centenary programme that began with the yearlong “Celebrations Start at Macy’s” initiative (WWD, March 2026). It continued with a 100-day countdown of exclusive merchandise developed with Disney, M·A·C, Coach, Ralph Lauren, Lego, Peanuts and Sanrio (WWD, August 2026). In store, the gifting push is supported by new Coach, Michael Kors and Tory Burch shops at Herald Square, an expanded Holiday Square market and a redesigned Santaland (WWD, October 2026). John Lewis is also targeting nostalgic, playful gifting this year, with a miniature arcade game and Snoopy products in its Christmas range. It sold 65% of its Santa’s tea party tickets to loyalty members before general release (Drapers, September 2026).

Macy’s unveils Top 100 Gifts and Gift Guide for the holiday season