Macy’s Herald Square: The Store Behind the Parade

Macy's Herald Square in Manhattan isn't just a classic for shoppers: it's also one of those places where history, pop culture and New York tradition all meet.

This store is the flagship of an empire that started as a dry goods shop in 1858 and today has more than 800 locations across the United States.

According to Macy's, this is the largest store in the world, though according to Wikipedia the Galeries Lafayette in Paris beats it on size.

What's certain is that this store takes up a full Manhattan block, has 10 floors to get lost in and, throughout the year, hosts several events that have become New York traditions.

Biggest or not, Macy's at Herald Square is worth a visit, because in many corners of this building dating back to 1902 you can still feel the air of another era.

Don't miss the wooden escalators (said to be the first ever built in the city), the enormous chandeliers, the bronze signs and the elevators with their numbers and art deco doors.

Events at Macy's Herald Square

As you've probably gathered, Macy's isn't just a store: it's also the organizer behind some of New York's biggest celebrations.

From parades we've seen a thousand times in movies, to lines of kids asking Santa for presents, to a flower garden built right in the middle of Manhattan. This store reinvents itself several times a year with events that are now part of the city's collective imagination.

If you'll be in New York between March and December, chances are good that Macy's has something special happening in its windows… or even in the sky.

Among the most iconic events are the Thanksgiving Day Parade, the Fourth of July Fireworks and the Macy's Flower Show. Below I'll tell you what to expect from each one, and why it's worth building them into your itinerary if they line up with your trip.

Thanksgiving Day Parade

In 1924 Macy's invented the Thanksgiving Day Parade in New York (in that link I give you all the details and the best spots to watch it). It's the parade we've seen so many times in shows like Friends or movies like Elf, where giant character balloons such as Snoopy, Pikachu or Baby Yoda float down the streets of Manhattan.

The parade takes place every last Thursday in November, so if you're in the city around that date it's absolutely worth heading over to catch the spectacle.

If you want more on Macy's starring role during the holiday season (which kicks off with the Thanksgiving Day Parade), watch the 1947 film Miracle on 34th Street with a young Natalie Wood. It's one of the earliest and best product placements in movie history.

If this Hollywood Christmas thing appeals to you and you're traveling to New York with kids, you have to visit Macy's to make a wish with Santa at Santaland, another of the store's big holiday events.

The Macy's Flower Show

If you're traveling to New York in spring, between late March and early April, don't miss the Macy's Flower Show, a visual spectacle that turns the store's lower floors into a fantasy garden.

More than 8,000 plants and 50,000 flower stems take over the aisles, with installations that look like they came out of a movie. On top of that, each year brings special edition fragrances created with brands like YSL.

This free event is an explosion of color and scent, and also a look at Macy's most creative side.

The whole installation is produced by the same team that designs the Thanksgiving Day Parade floats.

Fourth of July fireworks

Another reason Macy's is so tied to New York: since 1976 the store has sponsored the Fourth of July fireworks show, one of the largest pyrotechnic displays in the United States and the city's way of celebrating Independence Day.

How to save at Macy's

To get 10% off practically everything at Macy's, head to the Visitor Center on the balcony level on the 34th Street side. Ask for your «Welcome International Savings Card,» which gets you the discount for a month after you first use it.

That said, keep in mind the terms can change, so ask before you count on the discount.

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Getting there:

Subway
Lines B, D, F, M, N, Q, R. 34 St-Herald Sq station

Address:

151 West 34th Street, Manhattan

Hours:

8 am to 11 pm (may vary by season)