Macy's Launches "Celebrations Start at Macy's," a Year-Long Immersive Platform Bringing Life's Moments to the Center of Culture
"Celebrations Start at Macy's" unites iconic traditions and everyday moments all year long, featuring exciting in-store events, immersive experiences and opportunities for everyone to be a part of the 100th Macy's Thanksgiving Day Parade®
"Celebrations Start at Macy's" kicks-off on Saturday, March 7 with prom events nationwide
Today, Macy's unveils "Celebrations Start at Macy's," a year-long platform designed to put Macy's at the center of customers' important moments. From everyday celebrations to once-in-a-lifetime milestones, Macy's inspires customers at every step of their journey. "Celebrations Start at Macy's" will come to life throughout the year for customers through immersive experiences and national celebrations including prom, Mother's Day, Father's Day, the 50th Macy's 4th of July Fireworks®, fall fashion, 100th Macy's Thanksgiving Day Parade® and more.
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Rooted in Macy's enduring legacy and energized by anniversaries of its most iconic events, "Celebrations Start at Macy's" will create dynamic storytelling, engaging in-store events and brand-led experiences nationwide. Throughout the year Macy's will deliver new ways and reasons to connect and celebrate 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, chief marketing officer, Macy's. "With ‘Celebrations Start at Macy's,' we're turning retail into experience, bringing emotion, anticipation and joy into every occasion. From everyday celebrations to our most iconic traditions, Macy's creates reasons to connect."
A Year of Celebration Ahead
Prom marks the beginning of "Celebrations Start at Macy's," which will unfold throughout 2026 at celebrations including, Mother's Day, Father's Day and fall fashion, culminating in anniversaries for Macy's 4th of July Fireworks and Macy's Thanksgiving Day Parade. Additional consumer touchpoints throughout the year include:
- Celebration Saturdays: Engaging in-store events will be at the center of the year's festivities, marking both big and small celebrations with energized shopping experiences.
- Surprise and Delight: Starting in May and marking 50 days from its 50th Macy's 4th of July Fireworks celebration, Macy's will offer customers surprise and delight moments throughout stores and online channels, as well as an opportunity to attend the 100th Macy's Thanksgiving Day Parade live in New York City.
- Cue the Confetti!: Bringing the energy of Macy's Thanksgiving Day Parade to important cultural events and stores nationwide, customers will have an opportunity to be a part of the 100th Macy's Thanksgiving Day Parade celebrations by customizing confetti that will be used in the milestone.
"Celebrations Start at Macy's" will come to life through various platforms, including a dedicated television spot that captures the emotions that happen before every celebration - the anticipation, energy, excitement and the sense of possibility that makes each occasion meaningful.
Additional details on "Celebrations Start at Macy's" will be announced in the coming weeks and months.
Prom at Macy's
Prom season will set the tone for "Celebrations Start at Macy's," kicking off with a campaign featuring actress Priah Ferguson alongside creators PresLee Faith and Jackson Harvey, celebrating individuality, self-expression and the excitement of planning to prom night. Throughout the season, Macy's will offer curated fashion edits, immersive in-store experiences, opportunities to engage with their communities through nonprofit partnerships and talent-led inspiration that empowers promgoers to feel confident, seen and celebrated.
2026 Prom Trends
This year's prom trends celebrate romance and high-impact glamour, with florals, soft pastels, sequins and embellishments, corset detailing and cascading ruffles leading the way. Prom dress styles range from sweeping ballgowns in delicate hues to sleek silhouettes in satins, bold colors and high-shine sparkle. Long prom dresses take the spotlight, including dramatic ballgowns, sculpted mermaids, bodycon styles and more designed to make a lasting impression.
"Prom was one of those unforgettable and defining moments. It's a beautiful bridge between who I was and who I was becoming," says Priah Ferguson. "Macy's played such a meaningful role in my journey, and now I get to see that same magic through my younger sister. I'm proud to partner with the iconic retailer, curating a collection designed to make you feel ethereal, celebrated, and seen – a night where everyone deserves to feel like a star!"
Priah Ferguson's Curated Storefront
"We've had so much fun curating looks that complement each other alongside Macy's," said PresLee and Jackson. "Prom is all about expressing yourself, and we're excited to share our favorite selections with our followers to get them ready for the big night."
Preslee and Jackson's Curated Storefront
Celebration Saturdays: Nationwide Prom Events
The celebration begins Saturday, March 7, with a marquee in‑store event at Macy's Herald Square where customers can meet Priah Ferguson, PresLee Faith and Jackson Harvey, explore curated prom edits, and personalize their looks.
Additionally, across 200 Macy's stores nationwide, customers will experience prom through Macy's Celebration Saturdays, featuring personal styling, live beauty demos, DJs, customization bars, gift bags and surprise-and-delight moments designed to build excitement leading up to the big night.
Giving Back Through Prom
Between March 1 and April 30, Macy's will activate a roundup and online donation campaign benefiting the Macy's Prom Fund, a donor‑advised fund of the Social Impact Fund. The initiative helps more students look and feel their best on prom night, supporting organizations including Child Mind Institute, Becca's Closet, Operation Prom and Altadena Girls.
About Macy's
Macy's, the largest retail brand of Macy's, Inc. (NYSE:M), serves as the style source for generations of customers. With one of the nation's largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy's delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy's gives customers even more ways to shop through an off-price assortment at Macy's Backstage and at our highly curated Macy's small format stores. Each year, Macy's provides millions with unforgettable experiences through Macy's 4th of July Fireworks® and Macy's Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We're guided by our social commitment—to create a brighter future for all that empowers voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.
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Christine Nealon / Erin Dougherty
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