Macy’s is making 5 big changes in 2026 — here’s how they will impact shoppers

Macy’s plans to close one-third of its department stores by the end of 2026 as part of a three-year plan called “Bold New Chapter”, according to The Boston Globe. The company said in January it would close 66 stores during 2025, leaving about 150 fewer stores after all closures.

Stores that do not perform well will shut down, while 350 locations will be upgraded, according to the Associated Press (2024). Macy’s will also focus more on luxury by opening 15 Bloomingdale’s stores and 30 Bluemercury cosmetics stores. “We are making the necessary moves to reinvigorate relationships with our customers through improved shopping experiences, relevant assortments and compelling value,” Tony Spring said in February 2024, as stated by The Sun.

Santa may not visit the same cities anymore

Macy’s Thanksgiving Day Parade will still end with Santa, which signals the start of the holiday season. For 80 years, Santa also visited Union Square in San Francisco, but his chair was empty in 2025. “This year, Macy’s Santa will not be available at our Union Square location,” the company said in a statement to the San Francisco Chronicle.


“Instead, he will be going on a national tour to visit stores and communities he hasn’t had a chance to appear in before,” Macy’s said in the same statement. “The decision to forgo this year was part of a broader plan,” Macy’s spokesman Orlando Veras told the Chronicle, as stated by The Sun. Macy’s told The U.S. Sun it has no updates yet for holiday plans in 2026.

Macy’s will sell new and popular brands

Macy’s CEO said the company is changing what it sells to match what shoppers want. “Products from the brands our customers are asking for,” Tony Spring confirmed in September. Popular brands like Coach, Levi, Ralph Lauren, and Donna Karan were added in 2025. Macy’s is also working on new brand partnerships, including Abercrombie Kids. The retailer plans to expand brands like Good American, Sam Edelman, and Hugo Boss.

Macy’s is improving both digital and in-store shopping, the company said. Curbside pickup will expand, and the website and app are being upgraded for faster search and checkout. Shoppers can use the Macy’s app in stores to scan prices, find items, and get personal discounts. Macy’s is adding more staff in busy areas like women’s shoes and dressing rooms. The company is also hiring more store ambassadors to help shoppers in beauty, shoes, jewelry, home goods, dresses, and men’s clothing.

Some prices may go up in 2026

Macy’s said tariffs are forcing retailers to raise prices, including Macy’s. The company said it is “strategically raising tickets” to deal with tariffs, according to Tony Spring in 2025. “There are going to be items that are the same price… and there are items that may be more expensive,” Spring said, as stated by The Sun. Macy’s may stop selling some products if prices do not match quality or value.

The company plans to raise prices through bundling, upselling, promotion limits, and product placement. Spring also said Macy’s canceled or delayed some orders from China due to tariffs. More price hikes or fewer products are possible if tariffs continue, the company warned.

FAQs

Q1. Why is Macy’s closing stores in 2026?

Macy’s is closing weaker stores to save money and focus on better locations with improved shopping experiences.

Q2. Will prices at Macy’s go up in 2026?

Yes, some items may cost more because tariffs and higher supply costs are affecting retailers.