Macy’s holiday plans for NYC flagship include new Santaland experience
Macy’s Inc. is transforming its Herald Square flagship in New York City for the holidays with an array of shops, a "sprinkle pool" and a revamp of its iconic Santaland — complete with sensory-friendly hours.
The department store giant ‘s “Holiday Square” marketplace is returning to Herald Square for the third year, but with an expanded footprint that takes up more than 50,000 sq. ft. of the store’s lower level. More than 35 vendors will be featured, including local artisans, makers, specialty food vendors and New York City staples such as Eataly and Pearl River Mart.
The expanded experience will give customers more opportunities to create and customize, from wreath-making and floral workshops to gift wrapping, permanent jewelry, journal embossing and more.
In addition, Museum of Ice Cream its bringing its “Sprinkle Pool” to the marketplace. Visitors can step into a holiday experience filled with oversized sprinkles, photo moments and exclusive ice cream-inspired merchandise.
Apart from Holiday Square, an array of brands have opened shops at Macy’s Herald Square. The lineup includes Coach, Kendra Scott, Kurt Geiger, Michael Kors, Tory Burch and more.
Santaland
Macy’s has reimagined its Herald Square Santaland experience to feature an immersive, multi-sensory journey on the “North Star Express” to the North Pole. The experience will include festive scenes — including the “Reindeer Barn” — filled with storytelling and unexpected discoveries that end in a visit with Santa Claus.
New this year, customers can now purchase a “premium” Santaland experience for up to eight guests ($250 per group). The experience includes first-choice scheduling, expedited entry, extended time with Santa, a special holiday story, gifts from Santa and a complimentary photo package. (Free reservations will become available beginning Nov. 20, and will be released seven days before each visit date on a rolling basis.)
Macy’s is also debuting sensory-friendly hours for Santaland, offering dedicated times with a lower-stimulation environment. The offering was developed with the Child Mind Institute.
Macy’s said its official 2026 partners Balsam Hill, Effy, Geico and Kinder will add festive decor, activations and more to the Herald Square experience.
Macy’s Herald Square Windows
Macy's Herald Square 2026 holiday windows — debuting Nov. 19 — will tell the story of the Blue Hippopotamus, one of the earliest characters to fly in Macy's Thanksgiving Day Parade.
“After flying away and disappearing at the end of the 1931 Macy’s Parade, Blue Hippo embarks on whimsical adventures celebrating wonder, connection and joyful discovery before making a triumphant return to Herald Square for the holidays and the 100th parade,” the retailer said in a release. The displays will be up until Jan. 4.
Macy’s holiday campaign, themed “There’s Magic Inside,” combines expert gift recommendations and shopping guides with seasonal events in stores and online. It features actors Melissa Joan Hart as a Macy’s “gift guide” and Adam Devine as a customer searching for gifts.
"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,” said Sharon Otterman, Macy's chief marketing officer. “That's the spirit behind There's Magic Inside."
Otterman continued: "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. Everywhere you turn, there's a new reason to explore, connect and celebrate, making Herald Square New York City's holiday destination.”
