Because Macy’s terms its parade as a “gift to the people of New York,” it refuses to reveal the cost of the parade to the store.[1] Although it is understood that the costs are significant, the store is thought to make money from the television rights.[2] Furthermore, the parade’s marketing and public-relations value is huge, making the production beneficial to Macy’s no matter the costs. Even when the company was facing bankruptcy in the early 90’s, it never considered canceling or discontinuing the parade, as this would damage the legacy the store has worked to build over the decades.[3]
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The parade has been essential to Macy’s role in American culture since its inception. With the creation of a holiday parade geared towards children, and the parade’s subsequent popularity, Macy’s has cemented itself in American hearts and minds as the store synonymous with Christmas spirit.
“The Macy’s name is an iconic brand,” Carol Sanger, a Federated Spokeswoman once stated, “People know the name Macy’s. People who live in a city without Macy’s know it because of the Thanksgiving Day Parade and the Miracle on 34 th Street.”[4] Thus the annual celebration has helped to ensure international recognition of the popular department store for decades.
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In addition to the publicity the parade offers, Macy’s benefits from the shopping the parade draws into the store in the days surrounding Thanksgiving and leading up to Christmas. Viewers are exposed to advertised products when they watch the parade, and many of these products are available for purchase within the store.
The parade also traces a sort of trail to the store’s entrance, ending with the unveiling of the Macy’s holiday window display. Viewers wishing to catch a glimpse of the animated store window are drawn that much closer to the store, and those children wishing to meet “Santa” after seeing him in the parade must go inside Macy’s where he sits to greet kids throughout the holiday season. |
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An ad featured in the "New York Times" in 1960 |
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[Images]
First Star image courtesy of: <http://www.michyland.com/Turkey/Macy.htm>
Yellow Stars image courtesy of: <http://community.webshots.com/photo/102176969/102514532aharHm> Copyright © 2005 CNET Networks, Inc. All Rights Reserved
White Stars image courtesy of: Geoff Fox <http://www.geofffox.com/gallery/slideshow.php?set_albumName=Macys-Thanksgiving-Day-Parade>
TV Ad image courtesy of: (New York Times 1960)
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[Citations]
[1] United Press National, "Macy's Thanksgiving Parade - It's Science," 26, November 2003.
[2] New York Times, September 21, 1941
[3] Cowan, Alison Leigh. New York Times, "Judge Rules for Macy's Parade (and East River Fireworks)," 21 September 1994. ProQuest Historical Newspapers The New York Times (1851-2002) pg. B1
[4] Walker, Karen. The Baltimore Sun, Maryland. "Hechts, Filene's, other retailer acquisitiions to take Macy's name," 29 July 2005.
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