The department store is preparing for its 100th Thanksgiving Day parade and 50th Fourth of July fireworks display this year.

Macy's has made a name for itself in terms of high-profile celebrations. Will that drive cross-over appeal at retail?

With “Celebrations Start at Macy’s,” the company hopes to turn a year-long party platform into a way to boost both sales and cultural relevance, using storytelling, in-store experiences and brand-led ...