What: Saks Fifth Avenue launches a festive campaign that blends curated gift guides, exclusive collections, and celebrity-driven storytelling for the holiday season.

Why it is important: Saks’ approach reflects the industry’s shift toward personalisation, omnichannel engagement, and celebrity partnerships to drive customer loyalty.

Saks Fifth Avenue’s “Holiday Your Way” campaign sets a new standard for luxury holiday retail by combining curated gift guides, exclusive merchandise, and immersive experiences at its iconic New York flagship. The campaign’s narrative, brought to life by renowned personalities such as Meadow Walker and Magnus Ferrell, leverages celebrity influence and high-profile collaborations to create a sense of aspiration and excitement. Saks enhances the festive atmosphere with its legendary light show and holiday windows, while the Holiday Book and online gift guide offer customers a seamless blend of physical and digital discovery. The retailer’s philanthropic initiatives, supporting mental health and Comic Relief, add a meaningful dimension to the holiday experience. By integrating exclusive collections from top brands and offering unique, one-of-a-kind experiences, Saks not only celebrates individual style but also fosters deeper emotional connections with its clientele. This holistic approach, rooted in personalization and storytelling, positions Saks at the forefront of luxury retail’s ongoing transformation. 

IADS Notes: Saks Fifth Avenue’s “Holiday Your Way” campaign, launched in October 2025 (WWD, October 2025), builds on its previous focus on exclusive merchandise and curated experiences, as seen in its “Gifts of Delight” initiative (October 2024). The retailer’s omnichannel evolution is evident in its Amazon Luxury storefront launch (BoF, April 2025), which brought brands like Balmain and Dolce & Gabbana to a wider digital audience. This approach mirrors industry trends, such as Macy’s immersive holiday markets and curated gift strategies (Retail Dive, September 2025), and highlights the growing importance of personalisation, storytelling, and celebrity partnerships in luxury retail marketing.

Saks Fifth Avenue unveils Holiday Your Way campaign