What: Saks Fifth Avenue launches its “Holiday Your Way” campaign, blending exclusive luxury offerings, immersive experiences, and charitable initiatives for the festive season.

Why it is important:  Saks’ approach demonstrates how personalisation, storytelling, and social responsibility are redefining holiday retail experiences.

Saks Fifth Avenue’s “Holiday Your Way” campaign marks a dynamic evolution in luxury holiday retailing, centring on the New York flagship and extending across all customer touchpoints. The initiative features curated gift guides, the iconic Holiday Book, and the return of the celebrated light show, all designed to immerse shoppers in a festive atmosphere. Saks elevates the season with exclusive offerings from sought-after brands such as Oscar de la Renta, Staud, Prabal Gurung, Etro, Erdem, and Bottega Veneta, while also engaging customers through memorable experiences like VIP events and unique gifting opportunities. The campaign’s cast, including Meadow Walker and Magnus Ferrell, adds a contemporary flair, and the integration of both print and digital channels ensures a seamless omnichannel journey. Charitable elements, such as support for mental health initiatives and Comic Relief, reinforce Saks’ commitment to social impact. Through immersive storytelling, personalisation, and a blend of tradition and innovation, Saks Fifth Avenue sets a new standard for holiday retail, fostering emotional connections and lasting memories. 

IADS Notes: Saks Fifth Avenue’s latest campaign builds on its previous “Gifts of Delight” initiative (WWD, October 2024), which also emphasised exclusive merchandise and curated experiences. The retailer’s omnichannel evolution is mirrored in its Amazon Luxury storefront launch (BoF, April 2025) and aligns with Falabella’s integrated holiday strategy (Press Release, December 2024). Social impact remains a key focus, as seen in both Saks’ charitable holiday experiences (WWD, October 2024) and the Choose Love Store’s purpose-driven retail model (Forbes, December 2024). Finally, Saks’ emphasis on personalisation and storytelling is consistent with its AI-driven strategies (Vogue Business, August 2025) and Neiman Marcus’s relationship-driven approach (PR Newswire, December 2024).

Saks Fifth Avenue unveils ‘Holiday Your Way’ campaign