Macy's opens Holiday Square with more than 35 vendors at Herald Square

The market occupies more than 50,000 square feet on the lower level of Macy's Herald Square flagship and features local artisans, makers, specialty food businesses, Eataly, Levain and Pearl River Mart among its vendors, according to WWD. Macy's store listing says it runs through Jan. 3, more than two months after its Oct. 31 opening, and is open from 10 a.m. to 9 p.m., Hoodline reported. The Museum of Ice Cream is bringing its Sprinkle Pool to the marketplace, Macy's said.

The market returned with an expanded footprint as part of a broader overhaul of the flagship, WWD reported. New shops include Coach, Kendra Scott, Kurt Geiger, Michael Kors and Tory Burch. Aesop and Made My Shade by the Beauty Tailor also have open shops, and food additions include Frankie's Brooklyn Pizza, Gong Cha and Sunday Morning, according to the same report. Hoodline reported opening events for Frankie's Brooklyn Pizza on Nov. 1, Sunday Morning on Nov. 7-8 and Gong Cha on Nov. 13, and said the changes touch nearly every corner of the store, from the lower-level market to the Christmas windows.

Santaland adds sensory-friendly hours

Macy's said its reimagined Santaland sends guests aboard the North Star Express to the North Pole, past festive scenes including the Reindeer Barn and Conservatory, before they meet Santa. The attraction offers extended time with Santa, expedited entry and gifts, and introduces sensory-friendly hours developed with the Child Mind Institute for guests who find crowds and noise overwhelming, Hoodline reported. Free reservations open on Nov. 20 and are released seven days before each visit date on a rolling basis, Macy's said. Hoodline reported that the attraction begins on Nov. 27, according to the store's listing, and that a premium package costs $250 for a group of up to eight, including first-choice scheduling, expedited entry, extended Santa time, gifts and a complimentary photo package, citing Chain Store Age. For a full group of eight, that is about $31 per person.

Windows and campaign

The holiday windows are set to debut on Nov. 19, according to Macy's. The campaign, called "There's Magic Inside," stars Melissa Joan Hart as a Macy's gift guide and Adam Devine as a customer working through a gift list, Macy's said. It combines gift recommendations and shopping guides with seasonal events in stores and online, and includes in-store Gift Guides at Herald Square and select Macy's locations nationwide.

"At Macy's, we believe the most meaningful holiday moments begin with discovery: discovering the perfect gift, discovering a new tradition, or discovering time together with the people who matter most," Sharon Otterman, Macy's chief marketing officer, said in a statement.