The luxury retailer puts playful spin on gift shopping and captures "a sense of discovery."

Saks Fifth Avenue 2026 holiday campaign is looking to exude some “Main Character Energy” in and around its historic flagship in Manhattan.

The campaign, which launched Tuesday, follows a group of friends holiday shopping away from the hustle and bustle typically associated with hunting for gifts during the season. Each vignette in the campaign is playful and “captures the delight of sharing holiday traditions with those closest to you…and the spirit of discovery,” Saks said as it revealed the campaign.

Saks also plans to unveil its holiday windows and stage its light show at the flagship on Nov. 23, an extravaganza that typically features a performance on Fifth Avenue blocking traffic, and drawing a shoulder-to-shoulder crowd of thousands. The flagship is located at 611 Fifth Avenue between 49th and 50th Streets. The show will be presented by Bread Financial, the official payment sponsor of Saks’ 2026 holiday season.

Six of the windows along the facade of the flagship will depict a holiday journey through New York City with animation. Additional gallery windows will capture elements from the holiday campaign and display fashions. In 2024, Saks canceled the show to cut costs, but the event was picked back up last year.

Holiday campaigns are always important for motivating consumers to shop, showcasing what’s new for the season and a store’s seasonal trappings, and for fueling business through the critical fourth quarter. This year at Saks, its holiday campaign takes on heightened significance considering the retailer, along with its sister Neiman Marcus and Bergdorf Goodman stores, emerged from bankruptcy in June with new owners and management, as well as a healthier balance sheet and fewer locations.

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