Macy’s revolutionized retail with fixed pricing, pay-upfront policies, and marketing

There’s a solid argument to be made that Macy’s was the inventor of the retail Santa

The Macy’s website claims that retail Santas—the Christmas icons who invite children to meet them at department stores and malls around the holidays—have been visiting the store since the 1860s.

Explore a Macy's historical timeline

From its founding as RH Macy & Co. in 1858, to its 150th birthday in 2008, Macy’s has a long and storied history. Luckily, the store has chronicled many of its major milestones on its website, including key Macy’s Thanksgiving Day Parade milestones.

Watch a video that details the full history of Macy's

From the first Macy's Thanksgiving Day Parade to opening its flagship store in Herald Square, Macy's has a long and successful history despite its recent financial troubles.

The first Macy’s Thanksgiving Day Parade took place in 1924

It was originally intended to promote Macy’s upcoming holiday sales. Although it took place on Thanksgiving Day, the parade was initially called the Macy’s Christmas Parade—the name didn’t change until 1927.

Go behind the scenes at the Macy’s Parade Studio

With dozens of balloons and floats, and thousands of costumes, the Macy’s Thanksgiving Day Parade requires year-round planning to pull off. Go behind the scenes with the designers and builders who make the magic happen. See how the floats come together and what makes this annual spectacle a reality.

In 1924, elephants from the Central Park Zoo marched in Macy's inaugural parade

Enormous balloons didn’t make an appearance until 1927, and the parade wasn’t televised until 1948. But no matter the decade, a visit from Santa Claus has always been a highlight.

One odd Macy’s location is basically a museum

Here’s a list of things you wouldn’t expect to see at your average Macy’s store: a 19th-century French painting, a former midcentury children’s barbershop, nautical portholes, and the list goes on. Shoppers can find all those things and more in one unique Macy’s store in Pasadena, California.

Dry goods stores sold products such as textiles and linens

RH Macy started Macy’s as a dry goods store in 1858. At the time, the store was located on New York City’s 14th Street. Dry goods stores later rebranded themselves for the future of retail around the 1930s.

Macy’s announced a series of pandemic-era store closures in January 2021

Specifically, as mall foot traffic declined, Macy’s sought to grow elsewhere (as did many other retailers around the same time).

Macy’s doesn’t own its flagship location because of the 'million dollar corner'

When Macy’s moved to the Herald Square location, it reached a verbal agreement to acquire that corner of land—but at the last minute, it was sold to a rival store for roughly $1M.

A Nantucket woman helped build Macy’s

Margaret Getchell, an early Macy’s superintendent, was among the first female executives in the American retail industry. Getchell (who was distantly related to Macy’s founder RH Macy, although it’s unclear if the pair knew that when she was hired) helped shape Macy's as an early employee.

Tiptoe, an adorable blue reindeer, became Macy’s new mascot in 2021

Move over Rudolph—there’s a new reindeer in town. And just like the red-nosed reindeer, this one was also created by a department store. An article explains Tiptoe’s origin story, and the business implications of the new mascot.

The Rockefeller Center Christmas tree was first erected in 1931 by construction workers

The tradition of erecting a tree in Rockefeller Center officially began two years later, when the company continued what the Depression-impacted workers had started. Today, its lighting and nearby ice skating draw millions annually, making it one of America’s most famous holiday traditions.

The Times Square New Year's celebration originated as a party for The New York Times

The paper moved to the area, originally called Longacre Square, in 1904 and lobbied the city to rename it after the publication. The paper’s publisher, Alfred Ochs, threw a massive all-day party on New Year’s Eve to celebrate the opening of the paper’s headquarters, establishing the location as a destination for the holiday.

Explore Sears’ holiday Wish Book catalogs dating back to 1930

The Sears Wish Book was a holiday-themed version of its catalogs that helped people make Christmas gift wish lists and more from the 1930s until the early 2000s. See what they looked like with editions in this archive.

Read about the history of gift cards

The first retailer to sell gift cards was Neiman Marcus, but Blockbuster popularized them by selling them via in-store displays in 1994. Starbucks then started selling gift cards that could be reloaded in 2001.

Amazon is the most-loved brand among baby boomers

Macy's ranked at number five for the oldest generation alive today, whereas Gen Xers have Apple in their number one slot. This data visualization outlines the most-loved brands among baby boomers.

With the advent of charge cards, Estée Lauder fought to get her products in department stores to benefit from impulse purchases

Because Estée Lauder focused on personal relationships and demonstrations as one of her primary sales strategies, getting her product in front of enough people was an early struggle. Similarly, many customers wanted to buy her products, but didn't always have the cash on hand. One of her biggest accomplishments was earning a retail spot at Saks on 5th Ave in Manhattan, which paved the way for her brand to become a household name and gave customers more flexibility to make purchases on the spot.

Apple’s '1984' ad aired once during the game and permanently shaped their advertising

During Super Bowl XVIII, Apple aired its dystopian “1984” commercial once to a mass audience, introducing the Macintosh and positioning Apple as a challenger to IBM’s dominance in personal computing.

US holiday retail sales reached $973B in 2024

In 2024, US holiday retail sales reached $973B—nearly one-fifth of annual sales. Many companies depend on this season to bolster revenues.

Chanel faced major backlash in 2021 over its $825 Advent calendar

Chanel’s $825 Advent calendar drew millions of views on TikTok after shoppers unboxed items like stickers, string bracelets, and a standard dust bag—products many felt didn’t match the luxury price. The viral controversy made the calendar one of the year's most criticized holiday releases.

American Express created 'Small Business Saturday' in 2010

As small businesses across the US were still reeling from the Great Recession, American Express came up with the idea of "Small Business Saturday" to help drive consumer spending to small businesses. Small Business Saturday is the day after Black Friday. In 2011, the Senate passed a resolution supporting Small Business Saturday, and, since then, it's become nationally recognized.

Reforms reducing postage rates helped popularize Valentine's Day cards

In 1845, Congress voted to slash postage rates, paving the way for larger swaths of the American public to send and receive mail. This convenience was capitalized on by paper and stationery sellers who sought to profit from the holiday. Esther Howland's New England Valentine Company was the first major commercial producer of valentines in the US, but Hallmark followed a few decades later.

The woman who made the Met Gala a pop culture phenomenon

The Met Gala began in 1948 to raise money for the Metropolitan Museum of Art's fashion collection. But its current incarnation as an over-the-top media spectacle began with former Vogue editor Diana Vreeland, who shifted the event from a stuffy, high society fair into a celebrity-focused event aimed at garnering publicity. This history of the event and Vreeland’s influence explores how she made that happen.

Starbucks operates more than 38,000 stores on six continents

The brand started with a single Seattle cafe and grew into an international sensation, thanks to former CEO Howard Schulz’s bold move toward “reigniting the emotional attachment with customers” rather than focusing on expansion.

In its famous catalog, Sears sold $600 DIY house kits from 1908 through the 1940s, resulting in an estimated 100,000 'Sears and Roebuck homes.'

Hear about the 250-year history of the United States Postal Service, complete with some of its strangest deliveries, important innovations, and the figures that made it an American institution.

See the most iconic photos from four decades of LIFE magazine

After the Boston Tea Party, colonists switched to coffee, which became the main morning drink for revolutionaries.

Mid-century modern graphic designers, known for their bright colors and bold lines in advertising, also found success with children's books.

How Amazon operates a 'flywheel' business model, a self-reinforcing cycle that drives continuous growth

A century of Billboard issues documenting the evolution of popular music.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

The name 'Silicon Valley' arose from the founding of Shockley Semiconductor Laboratory in Fairchild Semiconductor in 1956-57, founded near Stanford University in Palo Alto

Dorothy's famous entrance into Oz in 'The Wizard of Oz' relied on analog tricks, including a body double and sepia-toned paint, as much as it did on technology

Watch a 1934 short film starring jazz legend Cab Calloway, a major figure in the Harlem Renaissance's music scene

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

The 19th-century painters of the Hudson River School were among the first American romantics, with portraits that displayed the natural beauty of the young country.

The Mona Lisa's celebrity status and repeated restorations have obscured what made the painting so revolutionary for its time

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

'Silent' fireworks have gained more interest in recent years as a quieter celebratory option.

Dozens of S&P 500 stocks, including Coca-Cola and Walmart—known as the dividend aristocrats—have increased dividends every year for 25 years

The distributor behind 'Rocky Horror' pulled the film from its scheduled national release, believing it would be a failure, though it eventually amassed a dedicated fanbase through midnight showings, a trend that continues over 50 years later.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

For centuries, Niagara Falls has been a magnet for daredevils seeking to conquer one of nature's most powerful wonders, with its 200-foot drop and water rushing at 32 feet per second with 280 tons of force.

American dance legend Martha Graham, sometimes called 'the Picasso of dance,' refused to perform at the 1936 Olympics in Berlin and conceived the piece 'Chronicle' in response to the experience.

El Niño, Spanish for 'the boy,' was named after Jesus Christ because the phenomenon resembled the weather changes observed around Christmastime.

See how Budweiser's famous Clydesdales spend their days at Warm Springs Ranch, where roughly 70 to 80 of the beer brand's giant horses can be found at any given time.