Holiday 2016


Macy’s 9th annual Believe campaign kicks off with the return of its beloved letter writing program to benefit Make-A-Wish®. From the beginning of November through Dec. 24, customers can visit their local Macy’s store to drop their letters to Santa into the big red letterboxes or send online at For each letter collected in-store and online, Macy’s will donate $1, up to $1 million, to Make-A-Wish, the national organization that grants the wishes of children with life-threatening medical conditions.

The season also marks a major milestone, as Macy’s will celebrate $100 million in total giving to Make-A-Wish since 2003, with nearly $13 million donated through the Believe campaign. That represents nearly three wishes granted every day for the past 13 years.

New for the Believe campaign, The Santa Project is a nationwide movement to fill the internet with positive affirmations of belief. Macy’s wants to flood the internet with a groundswell of positivity to keep the magic of the holidays alive and ensure that the internet is a place where Santa lives on for future generations. Macy’s invites people of all ages to show their belief in Santa by posting messages, photos and videos with #SantaProject on Twitter, Facebook, Instagram and YouTube.

For more information, please view our Believe press release in the Press Releases section.

National Believe Day

Macy's has marked Friday, December 9 as the eighth annual National Believe Day to celebrate the season’s spirit of generosity and kindness toward others. Macy’s and Make-A-Wish will grant Wishes Across America to children with life-threatening medical conditions. Macy’s is also offering a double donation on National Believe Day. For every letter received in-store or online at on Dec. 9, Macy’s will donate an additional $1 to Make-A-Wish, up to an extra $1 million above the existing $1 million campaign goal.


The Santa Project Film
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Macy's "Believe" Overview
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Macy's "Believe" B-roll
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believe logo
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believe meter
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virginia and macy's letterbox
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"yes, virginia" storybook, $16.99 - 10% of the purchase price is donated to make-a-wish®
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"yes, virginia" animated special, $9.99 - 10% of the purchase price is donated to make-a-wish®
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