Few events in American culture are as iconic and enduring as the Macy’s Thanksgiving Day Parade. Marking the 98th annual year, this larger-than-life celebration has become synonymous with the holiday season, drawing millions of spectators both in person and on screens across the globe. Featuring 22 big balloons, 34 fabulous floats, seven wheeled “balloonicles and Santa’s grand finale, the parade can also teach us a lot about marketing.
Here’s the story behind Macy’s parade and the lessons we can draw from its remarkable success.
The Story of the Macy’s Parade
The Macy’s Thanksgiving Day Parade started in 1924. The idea was simple yet innovative: create a spectacular event to draw crowds to Macy’s flagship store in New York City. Many of Macy’s employees, inspired by European festivals, dressed in costumes and marched with live animals borrowed from the Central Park Zoo, accompanied by professional floats and marching bands.
The parade quickly became a cultural phenomenon. Over time, it evolved to feature helium balloons, partnerships with entertainment giants, and later, television broadcasts that turned a local tradition into a national sensation.
Today, the Macy’s Parade is a marketing powerhouse, attracting over 3.5 million live spectators and tens of millions of television viewers each year. According to eMarketer, the average ad during 2023’s parade sold for $865,000, per Guideline.
So, how does it stay relevant and beloved almost 100 years later? Let’s break it down:
Create a Strong Brand Identity
The Macy’s Parade is not just a Thanksgiving tradition; it’s a Macy’s tradition. By tying its brand to this cherished cultural event, Macy’s has embedded itself into the holiday season. The parade reinforces Macy’s as a household name, positioning the retailer as more than just a store—it’s a creator of memories.
Invest in Storytelling
The Macy’s Parade tells a story every year: one of joy, celebration, and togetherness. Each float, balloon, and performance contributes to the overarching narrative of holiday magic, drawing audiences into the experience.
Leverage Multi-Channel Marketing
The Macy’s Parade extends beyond the streets of Manhattan. It’s broadcast on television, streamed online, and discussed widely on social media, ensuring a multi-channel presence that engages diverse audiences.
Create Scarcity and Exclusivity
The parade happens just once a year, making it a highly anticipated event. This exclusivity creates a sense of urgency and tradition, ensuring that it remains a must-watch spectacle.
Make Your Brand Part of the Culture
The Macy’s Parade isn’t just an advertisement; it’s a cultural event. By associating itself with the spirit of Thanksgiving and the start of the holiday season, Macy’s has made itself indispensable to the American experience.
Why the Parade’s Marketing Model Works
At its core, the Macy’s Thanksgiving Day Parade is a celebration of emotion, community, and joy—values that transcend time. By leveraging storytelling, consistent branding, strategic partnerships, and a multi-channel presence, Macy’s has built a marketing strategy that connects with audiences on a personal level.
The Macy’s Thanksgiving Day Parade is more than an event—it’s a testament to the power of marketing done right. By focusing on emotion, tradition, and innovation, Macy’s has created a brand experience that continues to captivate audiences nearly 100 years later. For marketers, it’s a reminder that great marketing isn’t just about selling—it’s about creating moments that people cherish.
To conclude, as Macy’s CMO Sharon Otterman says : “We’re more than a store, we’re a story.”
