The holiday season has always been a time for giving, connection, and creating memories that last a lifetime. This year, Macy’s is embracing that spirit once again through a comprehensive partnership with Big Brothers Big Sisters, one of the nation’s leading youth mentoring organizations. Together, they’re investing in the future of young people across America through the power of mentorship.
A Partnership Built on Shared Values
The collaboration between Macy’s and Big Brothers Big Sisters is more than a seasonal campaign; it’s a commitment to strengthening communities and empowering youth year-round. From November 1 through December 24, Macy’s is inviting customers to become part of this mission when they round up their in-store purchases or make direct donations online. Every contribution supports life-changing mentorships that provide young people with guidance, friendship, and opportunities to reach their full potential.
Big Brothers Big Sisters has been creating one-to-one mentoring relationships for over a century, connecting young people (“Littles”) with caring adult mentors (“Bigs”) who help them navigate challenges, build confidence and envision brighter futures. Through this partnership, Macy’s is helping to expand these transformative relationships, ensuring that more children have access to the support they need to thrive.
Taking Center Stage at the Macy’s Thanksgiving Day Parade®
Perhaps no moment better captures the spirit of this partnership than 10 Bigs and 10 Littles from Big Brothers Big Sisters leading the 99th Macy’s Thanksgiving Day Parade® alongside the iconic Tom Turkey float. For these mentoring pairs, walking alongside the float represents a once-in-a-lifetime experience and an opportunity to share their stories with millions watching across the nation.
The symbolism is powerful: on a day devoted to gratitude and togetherness, Big Brothers Big Sisters mentoring pairs are literally leading the way, showing us what’s possible when adults step up to make a difference in a young person’s life.
Santa’s Journey: Spreading Magic and Mentorship Across America
After the Parade finale, Santa Claus begins his journey to bring magic to customers by making stops at select stores across the country—and Big Brothers Big Sisters is coming along for the ride. At each stop on Santa’s tour, Big Brothers Big Sisters will join for private meet-and-greet sessions with Santa, with special celebrations in select cities.
As part of the Macy’s Santa Tour, the brand has introduced an Acts of Kindness initiative running from November 28 through December 24. According to holiday lore, Santa’s journey around the world on Christmas Eve is powered by cookies and acts of kindness. Macy’s is inviting customers to help fuel Santa’s journey by sharing their own acts of kindness in participating stores.
Customers can write down their Acts of Kindness and drop them in Santa’s giant cookie jar and for each Act of Kindness submitted, Macy’s will donate $1, up to $10,000 per location, to that store’s local Big Brothers Big Sisters agency.
This initiative transforms individual acts of generosity into collective impact. As cookie jars fill with stories of kindness, they become visual representations of community compassion that directly translate into funding for local mentorship programs—a brilliant way to connect the spirit of giving with tangible support for youth development.
Shopping with Purpose: Exclusive Products that Give Back
One of the most tangible ways customers can support this initiative is through the purchase of specially designed merchandise created in collaboration with the young people served by Big Brothers Big Sisters. Select Macy’s stores and macys.com are featuring an exclusive tote bag and plush bear adorned with artwork inspired by designs from Littles across the country.
What makes these products even more special is their direct impact: 50% of the purchase price of each tote bag and plush bear will benefit Big Brothers Big Sisters through December 31, 2025. Holiday shoppers can give meaningful gifts to loved ones while simultaneously supporting mentorship programs that change lives—generosity that extends far beyond the wrapping paper.
Bringing Art to Life in Holiday Windows
The creativity of Big Brothers Big Sisters’ Bigs & Littles extends beyond merchandise and into Macy’s iconic holiday window displays. At select locations across the country, ornaments decorated by Bigs & Littles will be featured in store windows, creating vibrant displays that celebrate the unique talents of youth in mentoring relationships.
These ornament displays serve as a beautiful reminder of the individuals behind the mission—real children with real dreams, whose lives are being shaped by caring mentors. The ornaments transform Macy’s windows into galleries of hope, showing communities what’s possible when we invest in our young people.
The Lasting Impact of Mentorship
While the holiday celebrations are wonderful, the true heart of this partnership lies in its potential to create lasting change. Research consistently shows that youth in quality mentoring relationships are more likely to succeed in school, pursue higher education, and develop healthy relationships.
Big Brothers Big Sisters mentoring relationships provide children with consistent support, positive role models, and expanded horizons. For many Littles, their Big is one more person who believes in their potential and helps them see what they’re capable of. These relationships often last for years, providing stability and guidance through life’s most challenging transitions.
By supporting Big Brothers Big Sisters through this holiday partnership, Macy’s customers are investing in futures—helping to create a generation of young people with the confidence and support systems they need to thrive.
A Holiday Season of Hope
The partnership between Macy’s and Big Brothers Big Sisters reminds us of what matters most: connection, community, and caring for our young people. Whether you’re shopping for gifts, watching the Parade, visiting Santa, or sharing an act of kindness, you have the opportunity to be part of a movement that believes in the power of mentorship to transform lives.
This holiday season, Macy’s is helping to create more wonderful stories of mentorship, one relationship at a time. And that’s a gift that keeps giving long after the decorations come down and the new year begins.
Learn more at macys.com/purpose.
