Macy's is on a mission to change that. Starting this month, Macy's is encouraging people to flood the Internet with expressions of belief in Santa and the Christmas spirit. By sharing a response that captures the importance of believing and what Santa means to them, everyone can play a role in keeping the magic of the holidays alive and ensuring that the Internet is a place where Santa lives on for future generations.The Santa Project comes to life in a short film featuring children as they discuss what it means to believe in Santa. In addition, a television commercial, inviting America to respond, will air during Macy's Thanksgiving Day Parade ®, the official kick-off to the holiday season. About The Research The Santa Project conducted national quantitative and qualitative research investigating the importance of belief in Santa and the current state of belief across the country. According to a recent Ipsos survey, two out of three people with kids in the home (66 percent) think it is important to believe in Santa (54 percent for all U.S. adults). However, 44 percent of U.S. adults think that belief is decreasing, versus just 8 percent who think it is increasing. According to Dr. Jacqueline Woolley, leading expert in the field of child psychology, studies have shown that belief improves creativity and imagination, while also strengthening critical thinking. "The kind of thinking involved in imagining how reindeer could fly through the sky is the same kind of thinking required for imagining solutions to today's biggest problems," Woolley said. "This kind of thinking — engaging the border between what is possible and what is impossible — is at the root of all scientific discoveries and inventions, from airplanes to the Internet." An additional qualitative study, commissioned by Macy's, was conducted with 40 children, ages six- to nine- years-old, to study belief in Santa. Interviews showed that belief in Santa can build family traditions and rituals, and instill ideas of morality and generosity.
Join The Santa ProjectHere's how to get involved:
- Create a response that will help fill the Internet with belief, in the form of a short message, photo or video on why you believe in Santa and the spirit of the holiday season (filmed via smartphone, held sideways in landscape format)
- Post on Twitter, Facebook, Instagram or YouTube with #SantaProject
- Encourage your family and friends to join the movement and spread the spirit of belief
About Macy'sMacy's, the largest retail brand of Macy's, Inc. (NYSE:M), delivers fashion and affordable luxury to customers at 734 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at macys.com. Via its stores, e-commerce site, mobile and social platforms, Macy's offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy's is known for such epic events as Macy's 4th of July Fireworks ® and the Macy's Thanksgiving Day Parade ®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy's flagship stores -- including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, and Dadeland in Miami and South Coast Plaza in southern California -- are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy's helps strengthen communities by supporting local and national charities giving more than $69 million each year to help make a difference in the lives of our customers. For Macy's media materials, including images and contacts, please visit our online pressroom at macys.com/pressroom.