Dive Brief:
- Macy’s on Tuesday launched its 100 Days to Christmas marketing effort that features a curated list of 100 unique holiday gifts and ongoing sales events ahead of the holiday season. The department store also promised to offer more than 40% newness across its assortment, according to a press release.
- For the second consecutive year, Macy’s Herald Square flagship will house a Holiday Square experiential market in the store’s 15,000-square-foot lower level featuring customizable gifts, along with ready-to-eat on-site food vendors including hand-painted sugar cookies, freshly made donuts, tea and hot chocolate, desserts and sandwiches. The market will run from Nov. 1 to Jan. 4.
- Macy’s State Street store in Chicago this year will debut its own version of a Holiday Square Market that runs from Nov. 26 through Dec. 24 and features locally grown produce, seasonal flowers and festive food done with a French cultural flair.
Dive Insight:
As Macy’s marks 100 days from Christmas, the retailer is touting offerings including cashmere sweaters, jewelry, fragrance and footwear.
“Macy’s shines during the holidays and this year our customers will be inspired by newness, the latest trends and exclusive brands,” Nata Dvir, Macy’s chief merchandising officer, said in a statement. “Our curated product will get customers ready for the season, whether they are hosting dinners, dressing up for a holiday party, or looking for the best holiday gifts, we have the most wonderful discoveries to help them celebrate in style.”
The retailer is also boosting its in-store offerings. Following its traditional Macy’s Thanksgiving Day Parade in New York City, the retailer will roll out its nationwide Santa tour that will include a new Santa photo experience debuting at Macy’s Memorial City in Houston and immersive experiences through Santa’s village layouts at the New York and Chicago locations.
The 100-day marketing effort comes after Macy’s posted its first growth in 12 quarters. While net sales for the quarter fell 2.5%, comps rose nearly 2% during the second quarter.
Macy’s is not the only retailer to jump-start holiday promotions. Amazon announced its Prime Big Deal Days event would return on Oct. 7 and Oct. 8 with some early sales already underway. Target will have 20,000 new products ready for holiday selling, double the amount of the 2024 season, and host a Target Circle Week deals event from Oct. 5 to Oct. 11.
Forecasts for 2025 holiday retail sales are a mixed bag. Bain & Company projects that net sales will grow about 4%, with in-store sales expected to increase 2.75%. Others, like PwC, expect holiday sales to decline. That firm projects sales during the period will fall 5%, driven by decreased spending from Gen Zers.