Macy’s: A Holiday Advertising Giant
Image Courtesy: The Wall Street Journal
Winter is a wonderful time of year. Gloriously filled with hot chocolate, beautiful lights, and cozy movie nights by the fireplace, it is truly magical. However, it’s also the last few months of the year when companies crank out mass amounts of advertising. One of the biggest advertising giants in the game, especially during the holiday season, is Macy’s.
Macy’s, one of the world’s oldest and largest department stores, holds many holiday traditions. From elegant Christmas window displays to a large and festive yearly Thanksgiving parade, Macy’s has kept its traditions alive— through fantastic marketing. The company dominates during the holidays, known for its crazy Black Friday and Cyber Monday sales, as well as its traditional New York City festivities. Let’s delve into a couple of their widely known advertising spectacles.
Image Courtesy: New York Daily News
The Macy’s Thanksgiving Day Parade
Macy’s first Thanksgiving Day Parade dates back to 1924, according to Fox News. Filled with thousands and thousands of New Yorkers and visitors, the Thanksgiving Day Parade is flooded with hundreds of floats and large balloons. Not able to attend the Thanksgiving Day Parade? Millions watch it on television every year. While a festive and captivating celebration, Macy’s seizes the opportunity to elevate its brand and kick off the holiday shopping season. It’s also a chance for other brands to enchant viewers, with Spiderman, Peanuts, and Buzz Lightyear balloons among others.
While people are looking for holiday discounts wherever they can find them, through Macy’s fun traditions like the Thanksgiving Day Parade, they create an experience that turns casual shoppers into loyal and enthusiastic customers.
Black Friday & Cyber Monday Galore
Transitioning from the Thanksgiving Day Parade in preparation for holiday gift shopping, Macy’s turns the nation upside down with its endless products and sales. According to Retail Insights, Macy’s is placed among the top performers during the Black Friday extravaganza.
Following Black Friday comes Cyber Monday, where the excitement is taken online. One could shop Macy’s large selection of nearly anything you could imagine from the comfort of your home.
Macy’s is a large retailer, meaning the department store has an extensive supply chain and vendors to negotiate with in order to secure items in high demand. Buying these items in bulk allows for further customer discounts and deals in return.
According to Macy’s CEO Jeff Genette in an interview with CNBC, during the holiday season, inventory levels are relatively flat, especially compared to last year. This contributes to the company’s flexibility to buy more or less of what is in high demand.
The retailer uses its sales expertise and yearly high holiday foot traffic to slash prices while also compensating for those high provided discounts.
Image Courtesy: The New York Post
Macy’s New York Holiday Window Wonderland
In addition to the endless product selection Macy’s has to offer, its alluring window displays filled with snowman structures, fake snow, colorful lights, and other elaborate, enchanting decor elevate the additional holiday spirit. The department store takes the true meaning of what the holidays should be about, allowing shoppers to take a breather and embrace the holiday elegance— not just products.
Some of the displays are even interactive, says CBS, where tourists and locals can press buttons to reveal something special or walk over to the selfie station to see their faces reflected within the display.
These interactive elements increase passersby’s engagement and curiosity to immerse themselves in the experience. Special displays such as this one also boost social media sharing. The creative components like the selfie station are made to share your memorable moments with friends and family online. This not only increases Macy’s social media presence but also increases Macy’s customer advocacy and customer base.
Not every retail store creates an immersive holiday extravaganza. Macy’s chooses to do so to create excitement, tradition and to drive sales.
The Importance of Captivation
Macy’s knows how to sell products, but also recognizes the importance of embracing the holiday season through triumphant traditions. In navigating what to gift to your sister, grandfather, or friend, Macy’s will aid you in the process, while also providing immense holiday spirit, bringing the timeless charm of winter through enticing marketing.
Ava Rheingold