Macy’s Holiday Campaign Raises $3.1M for Big Brothers Big Sisters

January 28, 2026  by Karen Parrish in Business Strategy, Industry   

Between Nov 1 and Dec 24, Macy's customers raised more than $3.1 million through in-store round-up opportunities, online donations and purchases of collectible holiday items, including a limited-edition plush bear and tote bag with artwork by BBBS youth.

“Our partnership with Big Brothers Big Sisters remains one of the most powerful ways we bring our mission of supporting the leaders of tomorrow to life,” said Bobby Amirshahi, Macy’s, Inc. SVP and head of corporate communications and public affairs. “Reflecting upon the past four years of partnership, we are incredibly proud to see the unwavering generosity of our colleagues and customers come together to support mentorship, inspire hope, and open doors for young people nationwide.”

"Our partnership with Macy's has become a cornerstone for our mission and our annual holiday campaign reflects a powerful commitment to youth empowerment through mentorship," said Artis Stevens, President and CEO, Big Brothers Big Sisters of America. "Year after year, Macy's and its customers show up for young people who need mentors — strengthening our agencies nationwide and creating unforgettable experiences for our Bigs and Littles across the country. This is what intentional partnership looks like, and we're deeply grateful for Macy's continued commitment to building brighter futures through mentorship."

Building upon years of a successful and innovative partnership, Macy’s brought powerful one-of-a-kind experiences to life for Big Brothers Big Sisters’ adult volunteers (Bigs) and young people (Littles) throughout the holiday season.

Featured BBBS Matches in Macy’s Holiday Campaign 

Two Big and Little matches were featured in Macy's official holiday campaign, helping to bring wonderful stories to life across social channels and campaign materials.  

Participation in the 99th Macy’s Thanksgiving Day Parade^® 

Bigs and Littles led the 99th Macy’s Thanksgiving Day Parade^® marching alongside Macy’s iconic Tom Turkey float and celebrating the partnership on a national stage. 

Macy’s Santa Tour Experiences 

Cities across the country experienced holiday magic as the Macy’s Santa Tour brought the one-and-only Santa Claus to stores across the country. During select tour stops in December, BBBS youth had the opportunity to join the festivities, create lasting memories with their families and friends, meet Santa and receive gifts off their holiday wish list.  

Holiday Window Displays Featuring BBBS Ornaments 

Additionally, at select locations across the country, Macy’s iconic holiday window displays featured ornaments decorated by Bigs and Littles to celebrate mentoring relationships.

This campaign is an award-winning(opens in a new window) national partnership between BBBS and Macy’s, through Macy’s, Inc. social purpose platform, Mission Every One (opens in a new window). Since 2022, the campaign has raised more than $16 million to support BBBS’ mission.