# Macy's Herald Square revamps Santaland and reintroduces Holiday Square, anchoring experiential retail for seasonal traffic

*The department store doubled down on immersive holiday destinations to convert visits into sales during peak season.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-10-23.

Canonical: https://www.pops4.com/stash/articles/macys-2026-10-23t18-7
Subject: Macy's
Tags: experiential retail, seasonal strategy, in-store activation, traffic conversion, holiday marketing, destination retail

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Macy's revamped its Santaland experience and reintroduced Holiday Square at its Herald Square flagship in New York as part of a seasonal traffic strategy for the 2024 holiday period, according to Retail Dive. The moves represent a deliberate shift toward experiential retail as a physical traffic driver during the critical November-December selling window.

The Santaland overhaul introduced updated environments and interactive elements designed to extend dwell time and create photo moments, while Holiday Square — a dedicated shopping and entertainment zone — returned after a hiatus. Both installations were concentrated in the Herald Square location, using the flagship as a destination anchor to pull families and tourists into the store during peak shopping days.

The mechanism is visit conversion through shared experience. Macy's is not selling Santaland tickets at a profit; it is using the experience as a traffic multiplier. Families who come for Santa stay to browse, buy lunch in the store café, and convert idle curiosity into basket value. The experiential element creates time spent, and time spent creates purchase opportunity. The strategy works because it layers a low-friction reason to visit — a free or low-cost activity for children — over the high-intent shopping window. Parents who plan a Santaland visit also plan to be in-store for **30 to 60 minutes**, and that window is long enough to migrate into apparel, home goods, or gifting categories.

Holiday Square extends the principle by adding retail density around the experience. Instead of isolating Santaland on a single floor, Macy's created a multi-zone holiday environment that moved shoppers through curated product sets and seasonal merchandising. The playbook is spatial sequencing: guide traffic through experience first, then product, then checkout. The store becomes a destination rather than a transaction point, and destination visits carry higher average order value than convenience runs.

A small physical-product brand can run the same play without a flagship store. Partner with a local family destination during the holiday window — a children's museum, a zoo, a botanical garden with lights — and sponsor a photo activation tied to your product. If you sell premium blankets, create a cozy reading nook with branded signage and a QR code for **15 percent off** your holiday collection. If you sell kitchen tools, sponsor a cookie-decorating station at a community event and hand out recipe cards with your site URL. The cost is the activation build (under **$800** for basic signage, props, and setup) plus the sponsorship fee, which runs **$500 to $2,000** depending on venue size. The return is qualified traffic: families who engage with your activation are already in a shopping mindset, and the physical interaction creates brand recall that converts later in the season. Track it with a unique promo code and a post-event email sequence to the venue's list.

The broader pattern is that physical experience still drives physical purchase, even in an omnichannel world. Macy's bet is that Santaland and Holiday Square create enough incremental visits to justify the buildout cost, and the bet pays when those visits convert into baskets that wouldn't have happened online. The same logic applies at any scale: create a reason to visit, extend the time on-site, and layer product into the path.

## The takeaway

Use low-cost experiential activations at family destinations to drive qualified traffic and extend dwell time during high-intent shopping windows.

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## Publisher

**Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339.
Principal and author: **Jenny Huang Goodman MPA MSc MHSA**.

- Author: https://www.huanggoodman.com/about
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