Macy's Bets on 'Experiences' to Revitalize its Brand

NEW YORK, NY – February 27, 2026 – In a significant strategic move aimed at revitalizing its brand and deepening customer relationships, Macy's has unveiled “Celebrations Start at Macy’s,” a year-long immersive platform. The initiative seeks to place the legacy retailer at the center of consumers' key life moments, from personal milestones like prom to national traditions like its iconic holiday parades. This pivot towards experiential retail comes as the company navigates a challenging market and executes its “Bold New Chapter” turnaround plan, betting that creating memories will be as crucial as selling merchandise.

The announcement arrives at a pivotal time for the department store giant. While recent financial reports have shown pockets of strength, particularly in its luxury Bloomingdale's and Bluemercury brands and within its initial batch of 50 reimagined stores, the company has issued cautious guidance for the year ahead. The overarching strategy involves closing approximately 150 underperforming locations while simultaneously investing heavily in its remaining stores, digital presence, and now, a comprehensive calendar of events designed to drive engagement and foot traffic.

A Bold Bet on Experience

The “Celebrations” platform is an ambitious effort to transform Macy's from a transactional space into an experiential destination. The year-long campaign will feature dynamic storytelling, in-store events, and brand-led activations across the country. It aims to leverage the company's deep cultural roots while introducing new reasons for customers to connect with the brand both in-store and online.

“Macy’s has always been at the center of big and small moments and where people come together to celebrate life’s milestones,” said Sharon Otterman, Macy's chief marketing officer, in a statement accompanying the launch. “With ‘Celebrations Start at Macy’s,’ we’re turning retail into experience, bringing emotion, anticipation and joy into every occasion.”

The plan includes a series of “Celebration Saturdays,” which will transform stores into event hubs with DJs, styling sessions, and customization bars. Furthermore, the company will roll out “Surprise and Delight” moments for shoppers, building anticipation for its milestone events. The strategy is clear: in an era dominated by e-commerce, the physical store must offer more than just racks of clothing; it must offer a reason to visit.

Courting the Next Generation

Significantly, the campaign kicks off with a focus on prom, a clear signal that Macy's is intensifying its efforts to attract younger demographics, particularly Gen Z and Millennials. The prom initiative is fronted by actress Priah Ferguson of Stranger Things fame, alongside popular social media creators PresLee Faith and Jackson Harvey. This reliance on influencer marketing is a calculated move to connect with a generation that values authenticity and peer recommendations over traditional advertising.

“Prom was one of those unforgettable and defining moments. It’s a beautiful bridge between who I was and who I was becoming,” Ferguson stated, highlighting the emotional connection the brand hopes to foster. Her curated collection, along with those from Faith and Harvey, provides an accessible entry point for young shoppers navigating the often-stressful prom planning process.

This year’s prom trends, featuring romantic florals, sequins, and sweeping ballgowns, will be showcased through dedicated in-store experiences and online edits. The first marquee event is scheduled for March 7 at the Macy’s Herald Square flagship, where customers can meet the campaign's stars and explore the curated looks. Similar events will roll out across 200 stores nationwide, aiming to create a festive, shareable atmosphere that resonates with a digitally native audience.

Blending Heritage with Modern Engagement

While courting new shoppers, Macy's is also doubling down on the very assets that made it an American institution. The “Celebrations” platform is strategically timed to culminate in two monumental anniversaries: the 50th Macy’s 4th of July Fireworks® and the 100th Macy’s Thanksgiving Day Parade®. These events are cultural touchstones with massive media reach, providing an unparalleled marketing platform.

Historically, the Thanksgiving Day Parade has served as the unofficial kickoff to the holiday shopping season, generating immense brand goodwill. By integrating these beloved traditions into a modern experiential campaign, Macy's is attempting to bridge generations of shoppers. A new interactive element, “Cue the Confetti!”, will even allow customers to customize confetti that will be used during the 100th parade, a clever tactic to foster a sense of participation and ownership in the iconic event.

This blending of heritage and novelty is central to the campaign's potential success. It allows Macy's to leverage its powerful brand history while demonstrating an ability to innovate and stay relevant in a fast-changing consumer landscape.

More Than a Store: Community and Culture

Further burnishing its brand image, the initiative incorporates a significant philanthropic component. From March 1 through April 30, Macy's will activate a roundup and donation campaign for the Macy’s Prom Fund. The initiative supports a range of non-profits, including Becca’s Closet, which provides formal dresses to students in need; Operation Prom, which offers dresses and tuxedos; and the Child Mind Institute, a national non-profit focused on children's mental health.

By supporting organizations that help more students experience the rite of passage that is prom, Macy's positions itself as a community-focused entity, invested in more than just the bottom line. This aligns with a growing consumer expectation for corporations to demonstrate social responsibility. This approach aims to build a deeper, more resilient brand loyalty that transcends discounts and seasonal sales, framing the department store not just as a place to shop, but as a partner in building community and celebrating life's most important moments.