What: Macy’s is redefining the Golden Quarter by combining immersive experiences, new products, and emotional engagement to stand out amid widespread discounting.

Why it is important: The shift toward experiential and curated retail strategies is essential as traditional discounting loses effectiveness in a saturated market.

As the Golden Quarter extends and discount fatigue sets in, Macy’s is setting a new standard for holiday retail by blending immersive experiences, product innovation, and emotional engagement. Rather than relying solely on early and aggressive promotions, Macy’s “100 Days to Christmas” campaign introduces a significant proportion of new products and transforms stores into festive destinations, complete with pop-ups, food vendors, and interactive events. This approach positions Macy’s as the emotional heart of the season, offering customers reasons to visit beyond just price. In a climate where economic pressures and promotional saturation make it difficult for any single discount to stand out, Macy’s strategy demonstrates the power of combining value with exclusivity, curated assortments, and memorable experiences. Loyalty programmes and personalised perks further enhance customer engagement, helping the retailer maintain margins and foster long-term loyalty. The evolving holiday landscape shows that retailers who prioritise experience and differentiation are best positioned to succeed when every competitor is on sale.

IADS Notes: Recent industry coverage, including Inside Retail and Retail Dive in November and September 2025, highlights Macy’s leadership in experiential and product-focused holiday strategies. Nordstrom’s holiday campaign and BCG’s December 2024 analysis confirm that traditional loyalty programs and discounting are losing impact, while PwC’s September 2025 report emphasises the need for value, meaning, and flexible engagement to win over today’s consumers.

What retailers can learn from Macy’s approach to the Golden Quarter