Saks Fifth Avenue holiday campaign includes flagship windows, light show
Saks Fifth Avenue has unveiled its 2026 holiday campaign, which once again includes the iconic holiday light show at its flagship in New York.
The campaign, titled “Main Character Energy,” is set within the Saks Fifth Avenue flagship and features style and fashion influencers Ruby Lyn, Stella Jones, Solange Smith, Luna Yohannan, Divine Mugisha, and George McNally engaging in a series of holiday shopping vignettes.
In addition, the signature center six windows of the flagship will showcase an “animated and festive” adventure through New York City. Additional gallery windows will show a classic New York holiday shopping excursion, bringing together elements from the holiday campaign fashion.
The windows will be unveiled Monday, Nov. 23 with Saks Fifth Avenue’s holiday light show, which initially returned during the 2025 holiday season, presented by Bread Financial, the official payment sponsor of Saks' 2026 holiday season. The partnership will also bring special holiday benefits and experiences to Saks cardholders throughout the season.
Other features of the retailer’s holiday campaign include:
- The Saks Fifth Avenue Holiday Gift Guide launching Tuesday, Oct. 13 with curated assortments such as gifts for her and him and gifts under $200.
- The Saks Fifth Avenue Holiday Market offering a curated assortment of holiday décor, gifts and special finds sourced from around the world, as well as whimsical moments including a life-size Santa and dancing penguins and an exclusive collective snow globe keepsake.
- Debuting this holiday season, the new Epicure program provides a curated collection of gourmet treats in keepsake tins recognizing New York City icons.
- Bread Financial will host a series of festive in-store events and special experiences at select Saks locations.
- Customers will have the opportunity to join Saks in giving back through a special in-store fundraising campaign in support of Make-A-Wish.
"With Main Character Energy, we wanted to capture the joy and magic of the holidays—the unexpected discoveries, moments of delight and sense of possibility that make this time of year so special," said Cheryl Han, chief marketing and digital officer of Saks Fifth Avenue parent Exemplar Luxury Group. "Bringing that spirit to life across Saks, from our Fifth Avenue flagship to Saks.com, gives us an opportunity to make holiday shopping feel inspiring, playful and full of surprise, inviting our customers to celebrate, find something extraordinary and create memorable moments of their own."
