Saks Revives Fifth Avenue Magic to Reclaim Holiday Retail Dominance

Every holiday season in New York has its landmarks.

The tree at Rockefeller Center, the skaters at Bryant Park, and the glow spilling from Saks Fifth Avenue’s windows.

This year, the department store chain is bringing this magic again with “Holiday Your Way,” a campaign that turns luxury into something personal.

Photographer Angelo Pennetta captures New York at its best, with a cast led by Meadow Walker, Julez Smith, and Magnus Ferrell, all styled by Patti Wilson.

The images unfold like a short film: city streets at dusk, a lively dinner table, a happy walk home through the lights with friends.

Each frame celebrates the idea that style, at its core, is an expression of joy.

Saks Global President and Chief Commercial Officer Emily Essner shares that the campaign shows how the retailer offers "a best-in-class experience crafted uniquely for them this holiday season."

"Saks Fifth Avenue embodies the holiday standard with elevated, exclusive luxury offerings, where dressing becomes storytelling, and each look becomes its own festive moment," she said.

The department store will once again unveil its holiday windows and light show on November 24, a tradition that draws crowds to Fifth Avenue year after year.

Mastercard will also continue its long-standing partnership as the presenting sponsor.

Tradition With a Modern Beat

Saks wants to let shoppers know that nostalgia with purpose still sells by turning the season into both a spectacle and a business strategy.

Saks reported a 16% sales drop in Q2 2025 ending in June, while competitor Bloomindale's increased by 10%, according to Bloomberg Second Measure.

The company also owns Bergdorf Goodman, and in December 2024, it finalized its $2.7 billion acquisition of Neiman Marcus.

Nearly one-third of total sales comes during the holidays, so for Saks, the season represents the heartbeat of its brand.

And this year’s Holiday Gift Guide continues this tradition.

The printed version, Saks Fifth Avenue Holiday Book, nods to collectors, while the online edition expands Saks’ reach with editorial features and curated shopping edits.

“Saks understands that digital is part of how people experience the brand," Bighorn Web Solutions Founder and CEO Caleb Bradley told DesignRush.

"Its online presence this holiday season feels like an extension of its in-store magic, a place where design, story, and commerce meet without losing the sense of tradition.”

Designer exclusives from Ferragamo, Oscar de la Renta, and Prabal Gurung sit beside fine jewelry, fragrances, and giftable pieces chosen for the moment.

The campaign also revives Saks’ Holiday Experiences initiative, a charitable program now in its sixth year.

Each experience doubles as a donation to the Saks Fifth Avenue Foundation or Comic Relief, funding causes tied to mental health and family support.

"Saks Fifth Avenue is defining the season with customer connectivity and meaningful memories at the core of our approach," Saks Global CMO Kristin Maa explained.

Luxury That Feels Like Connection

Saks understands that modern luxury is no longer about exclusivity alone and that the brand’s strength lies in its ability to connect fashion, memory, and emotion.

And this sentiment runs through every layer of the campaign.

Customers can attend private dinners, book one-on-one styling sessions, or take part in the brand’s creative projects.

Every touchpoint is designed to feel intimate, even within the scale of Fifth Avenue.

The strategy echoes what other major retailers have rediscovered.

Macy’s “Give Love” campaign in 2023 leaned into sentimentality, using nostalgia to draw younger audiences into an older story.

Saks is building on the same idea but filters it through precision, artistry, and luxury. 

A Legacy That Still Defines the Season

For nearly a century, Saks Fifth Avenue has been part of New York’s holiday rhythm.

The light show, the crowds outside its windows, the ritual of seeing what’s new inside.

“Holiday Your Way” keeps this energy alive but gives it a more personal shape, capturing why Fifth Avenue still matters.

This shows that reinvention could also sometimes mean deepening what already works.

• Stay close to your roots. Heritage becomes powerful when it feels connected to the present.
• Build tradition into experience. Consistency can be its own form of innovation when it creates emotional equity.
• Let culture lead your story. The strongest campaigns reflect not just a product, but a moment people recognize.

Even as the city changes around it, Saks keeps the traditions that define New York in winter.

This season, it's all about memory, spectacle, and the sense that some traditions still belong exactly where they started.

Our Take: Why Does Saks Still Matter During the Holidays?

It matters because the brand understands timing, tradition, and feeling.

Saks knows when to evolve and when to stand still, which is why its windows still stop people on the sidewalk.

This 2025 holiday campaign leans into emotion, craftsmanship, and continuity.

I think real brand longevity comes from knowing how to honor the story you’ve already built while finding new ways to keep it alive.

With Deloitte projecting higher holiday spending this year, Saks is positioning itself to reclaim its place at the top.

Consistency can be the most powerful kind of innovation. These top agencies create campaigns that build on heritage while keeping the story relevant.