The United States isn’t the only entity with a milestone anniversary in 2026: Macy’s iconic Thanksgiving Day Parade turns 100 years young this year, while Macy’s Fourth of July NYC fireworks show marks its 50th year. To celebrate these synchronicities, Macy’s has created a platform for a full year of special events called “Celebrations Start at Macy’s.”
The initiative will kick off this Saturday, March 7 with Celebration Saturdays — in-store events that will mark both big and small celebrations with energized shopping tied to prom season, Mother’s Day, Father’s Day and fall fashion, along with events related to the parade and fireworks. Then in May beginning 50 days before the Fourth of July, Macy’s will offer customers “surprise and delight” moments in both stores and online channels along with an opportunity to attend the Thanksgiving Day parade.
“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, Chief Marketing Officer at Macy’s in a statement. “With ‘Celebrations Start at Macy’s,’ we’re turning retail into experience, bringing emotion, anticipation and joy into every occasion.”
Macy’s Partners with Creators for Prom Looks
Prom season will set the tone for the year-long brand platform, kicking off with a campaign featuring curated storefronts from actress Priah Ferguson and creators PresLee Faith and Jackson Harvey. Macy’s will offer these curated fashion edits as well as immersive in-store experiences and opportunities to engage with communities via nonprofit partnerships and talent-led inspiration.
Advertisement
For the initial Celebration Saturday, customers at the Macy’s Herald Square flagship store can meet Ferguson, Faith and Harvey and personalize their own prom looks. At 200 Macy’s stores across the country, prom-themed Celebration Saturdays will including personal styling, live beauty demos, DJs, customization bars and gift bags.
Additionally, from March 1 to April 30, 2026, Macy’s will activate a roundup and online donation campaign to benefit the Macy’s Prom Fund, which helps students look and feel their best on prom night via organizations including Child Mind Institute, Becca’s Closet, Operation Prom and Altadena Girls.
Macy’s had announced in January 2026 that it would close 14 underperforming stores this year even as CEO Tony Spring reported stronger performance from its “Reimagine 125” stores and its Bluemercury and Bloomingdale’s luxury banners.
