Macy's gets personal, pops up for holidays

Gina Acosta
Executive Editor
Gina Acosta profile picture
The fragrance holiday markets are now in 79 Macy’s stores and feature exclusive gifts, personalization stations, complimentary gift wrapping, and more.

Macy's is hoping that personalization, pop-up shops and technology will help it attract more holiday shoppers this year.

The retailer is launching a wellness product line called Goodful – inspired by BuzzFeed's wellbeing and self-care lifestyle brand – designed with freshness in the kitchen, sounder sleep, and mindfulness at the center of the line. Products provide an escape from the routine and include a counter-sized greenhouse for growing herbs at home, an infusion pitcher, temperature-regulating sheets and towels, a variety of kitchenware including pots, pans, gadgets, a hygge-style kettle and more.

Macy's has also expanded its personalized apparel project, Tailor Square Made-To-Measure, to 15 stores, where customers can create a one-of-a-kind suit in their own personal style. Shoppers make an appointment with a Tailor Square stylist who will help to select from a curated assortment of luxurious fabrics from around the world. Customers will be able to choose from a range of details including lapels, buttons, linings and more to create custom-made suits, trousers, jackets or shirts. Suits start at $455 and will deliver from start to finish in approximately four weeks.

Macy’s also recently launched Adaptive Collection by Tommy Hilfiger, for friends and family with disabilities looking for fashionable and accessible choices. Now available online, the women’s adaptive clothing line offers every-day wear designed for ease of dressing in classic Tommy style for people with physical disabilities. The men’s line will be available online starting Nov. 6 and kids in December. The collection includes magnetic closures that are thoughtfully designed and integrated into slacks, pants, dress shirts, jackets, and more.

For those looking for the ultimate fragrance gift sets for their loved ones, this season brings an in-store winter market experience to Macy’s nationwide. The fragrance holiday markets are now in 79 Macy’s stores and feature exclusive gifts, personalization stations, complimentary gift wrapping, and more.

Take the guesswork out of finding the perfect holiday party-ready shades with Macy’s in-store augmented reality technology, which digitally showcases more than 250 trend beauty products on an in-store kiosk for instant makeup try-ons. Customers can test a variety of beauty products in minutes, without the need for the traditional makeup trials. All it takes is looking into the camera on the kiosk to ‘try on’ a variety of different makeup from eye shadow to lipstick in a host of shades, until you find the right one. The virtual mirrors are currently available at approximately 50 stores nationwide.

For the Instagram lover, a 270-square-foot experiential space is now open in main floor Beauty at Macy’s Herald Square in New York City. Set to regularly launch new themes, Beauty Scene creates a tactile and aspirational shopping experience where customers can discover new brands in fun ways. The current theme, “Beauty on Display,” which is a luxury boudoir, offers the perfect Instagrammable moment and a playful escape. Sit and snap in the claw foot bathtub overflowing with flowers, stop at a vanity and try on the newest makeup before a seasonal soirée, or shop the accessory wall’s turban headbands, cosmetic bags, compacts, face mists and scrunchies, which all make great stocking stuffers. All the brands featured are shoppable at Macy’s stores and on Visit for more inspiration.

Also, Macy’s “See Your Space IRL” will help shoppers virtually see furniture in their home right on their mobile device. Via augmented reality technology available on the Macy’s app, customers can virtually place Macy’s furniture products in their actual living spaces, allowing them to test the product in real-world settings against their existing furnishings. This technology allows customers to select the perfect piece needed to elevate their next holiday gathering. ”See Your Space IRL” is currently supported on the Macy’s app for iOS on the iPhone 7 and newer, and will be available on the Macy’s app for Android in 2019. In-store shoppers can also utilize the technology in select stores nationwide through the use of virtual reality headsets that allows them to virtually step into a room they have designed to help them select furnishings they will love.

From Thurs, Nov. 29 through Mon, Dec. 10, customers will be able to indulge in savings and events during Macy’s 12 Days of Friends and Family, happening in stores and on From caroling to crafts to styling consultations, check out the best that Macy’s has to offer to make the most of holiday shopping. On the last day, Green Monday, Dec. 10, shoppers will have a one-day opportunity to instantly win gift codes. After making a purchase on Macy’s mobile app, there will be a chance to “Scratch and Win” a coupon code to use toward savings on holiday shopping during Macy’s Time to Shop event from Dec. 13 through Dec. 17.

This year, Macy’s is creating instant gift guides in the form of Instagram carousels. Finding the perfect holiday gift can seem overwhelming, but by answering simple questions about things like interests and price range, Instant Gift Guide Carousels allow customers to swipe and follow lines of ribbons leading them to find the perfect gift from Macy’s. Starting on Nov. 28, each carousel post will focus on a different friend or family member people might be shopping for, as well as showcase a new collection of gifts. The final frame will be shoppable, allowing people to purchase the perfect gift.

For those shopping on Pinterest this season, Macy’s 360 Globe, launching on Nov. 28, will replicate the joy and wonder of being inside a miniature snow globe, mirroring the one in Macy’s Space Station holiday commercial, and filled with dozens of hidden Macy’s gifts and colorful holiday decor. Once inside, people will be instructed to pan around to get gifting inspiration and find different gifts hidden within the scene all around them. After exploring and uncovering different gifts, customers will be able to shop the items they found, share the ones they like in the form of a wish list to their family and friends, or send it to themselves for future reference.

And Macy's is making hectic holiday shopping a thing of the past with flexible shipping and pickup in-store. Shoppers can use the free, fast and easy options of buying online and picking up in-store or buying online and shipping to store. Additionally, now has an endless aisle of select products for shoppers looking for a wider selection through Macy’s vendor direct program which allows the online store to offer customers more choices. Now offering more than ever before in apparel, home and beauty, it makes shopping online for loved ones an easy task.

Macy's today operates 650 locations in 44 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at