Macy’s, that popular department store chain in the U.S., has announced important changes that will affect the way in which people buy at its stores. These changes are part of a plan of several years that aims to improve the economic situation of the company and adapt to what customers ask for today.
Macy’s Chief Executive Officer, Tony Spring, is about to turn two years leading the company and he has decided to update the company. Some changes already started in 2025, but in 2026 they will have a bigger impact. So, let’s find out more about these changes.
Closing and improving
One of the most important changes is the closure of stores. Macy’s plans on closing about one-third of its department stores before the year 2026 ends. This decision is part of a 3-year plan called ‘’Bold New Chapter’’.
During 2025, the company announced the closure of 66 stores, and when the whole process finishes there will be 150 less stores in total because they are not functioning well or don’t make enough sales.
However, not every store will disappear. Macy’s is also planning on improving 350 stores that show great results. The company wants these stores to be more modern and attractive for customers. What’s more, Macy’s’ goal is to focus on luxury retail by opening:
- 15 new Bloomingdale’s stores, which focus on higher-end products.
- 30 Blue Mercury stores, which specialize in beauty and cosmetics.
Santa Claus tradition
Macy’s is known for its Thanksgiving Day Parade, where Santa Claus normally shows up at the end. Since more than 80 years ago, after the parade, Santa Claus visits a Macy’s store in Union Square, San Francisco.
But, in 2025 this changed. That year, Santa didn’t show up at that store because the company decided that Santa should do a national tour, visiting other stores and communities of the country where he hadn’t been.
The company explained that the reason behind this decision was to take the Santa Claus experience to more places. For now, Macy’s hasn’t confirmed if this will continue in future Christmas.
New products and brands at the stores
Another big change has to do with the products sold at Macy’s. The company confirmed it’s going to update its merchandise selection to include brands that customers are actively asking for. For example, in 2025, popular brands such as Coach, Levi’s, Ralph Lauren, and Donna Karan were added to Macy’s stores.
What’s more, the company will continue updating its own brands and it plans new collaborations, like with Abercrombie Kids. Also, Macy’s wants to widen the offer of brands like Good American, Sam Edelman, and Hugo Boss.
Macy’s strategy
All of these changes are part of the ‘’Bold New Chapter’’ strategy, whose aim is to help Macy’s recover its economy and return to steady and profitable growth. This strategy includes:
- Closing underperforming stores.
- Investing more in successful locations.
- Expanding luxury brands like Bloomingdale’s and Blue Mercury.
- Modernizing stores.
- Refreshing product selections.
- Improving the overall shopping experience.
- Strengthening digital platforms and online tools.
According to the company’s leadership, this plan is meant to create a more modern version of Macy’s and rebuild stronger relationships with customers through better shopping experiences and better value.
Better experience for customers
Macy’s is also working to make customers’ shopping experience easier and nicer. To achieve this, it’s making some changes both in physical stores and the digital environment. On the digital side we can find:
- Improving its website and mobile app.
- Making search and checkout faster.
- Expanding curbside pickup options.
Then, in physical stores, customers can use the Macy’s app to:
- Scan items to check prices.
- Find products inside the store.
- Access personalized discounts.
All of this already sounds great, but Macy’s has also decided to place more employees in busy areas such as shoe departments and fitting rooms. And that’s not all! the company has introduced store ambassadors, employees who focus on specific departments and help customers by answering questions or offering personalized assistance. These ambassadors are present in departments like beauty, shoes, jewelry, home goods, women’s dresses, and men’s tailored clothing.
Possible price increases
Last, but not least, some prices might increase due to the tariffs affecting imported products, especially from China. Macy’s has said that:
- Some products will keep their prices.
- Others will be more expensive.
- Some won’t be sold if the price does not match the quality or value.
The company has also cancelled or delayed orders from China and continues to negotiate with suppliers to manage pricing.
So…
For shoppers, these changes will mean fewer stores, but more updated locations, a refreshed selection of products, and a greater focus on digital tools and customer service as Macy’s moves forward into 2026.