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Macy’s revamps Santaland, brings back Holiday Square

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Macy’s revamps Santaland, brings back Holiday Square

The department store is leaning into the festive season at its Herald Square flagship in New York with a variety of activations.

Macy’s is pulling out all the stops this year as it celebrates milestone anniversaries and recent revenue growth across its portfolio.

Part of the store’s marketing strategy is a new campaign called “There’s Magic Inside.” The publicity campaign features gift recommendations, shopping guides and a series of commercials featuring actors Melissa Joan Hart and Adam Devine.

“At Macy's, we believe the most meaningful holiday moments begin with discovery: discovering the perfect gift, discovering a new tradition, or discovering time together with the people who matter most,” Sharon Otterman, Macy's chief marketing officer, said in a statement. “That's the spirit behind [the “There’s Magic Inside” campaign]. This season, customers will experience that magic throughout Herald Square, from a fully reimagined Santaland and our iconic holiday windows to Holiday Square, new beauty experiences, exciting brands and festive food destinations.”

The updated Santaland experience will offer “an immersive, multi-sensory journey to the North Pole,” with customers able to purchase premium passes now, or reserve free timeslots beginning Nov. 20. Macy’s is also partnering with the Child Mind Institute to introduce sensory-friendly hours with dedicated times for a lower-stimulation environment.

The Herald Square store will also feature new and recently opened shop-in-shops from fashion and accessories brands Coach, Kendra Scott, Kurt Geiger, Michael Kors and Tory Burch, as well as beauty brands Aesop and custom lip color brand Made My Shade by the Beauty Tailor.


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