Santa traditionally finishes the Macy’s Thanksgiving Day Parade at Macy’s Herald Square in Manhattan.
The parade travels through New York City and concludes near Macy’s flagship store at Herald Square. Santa’s arrival signals the official beginning of the Christmas shopping season and is one of the event’s most recognizable traditions.
Macy’s organized the first parade in 1924. That inaugural event featured entertainers, floats, and live animals, and Santa appeared at the finale. The parade later became a nationally televised holiday event, with giant character balloons becoming one of its defining features.
Herald Square is the public plaza around the intersection of Broadway, Sixth Avenue, and 34th Street. The store itself is often called Macy’s Herald Square, distinguishing it from the company’s other locations. The parade is held on Thanksgiving morning, not Christmas Day, although its Santa finale begins the seasonal holiday period for many viewers.