The 2020 edition of the Macy’s Thanksgiving Day Parade was unlike any in the event’s 97-year history: limited to just one block, no marching bands, and no crowds of cheering spectators. This Thursday, though, the big balloons and bands will largely be back as Macy’s continues one of the longest running promotional efforts in business. The brief video below from 2019 looks at the history of the parade and the various ways it has both evolved and stayed the same over the years.
Questions:
- Do you think it is worth it for Macy’s to spend as much as $13 million on the Thanksgiving Day Parade every year? Why or why not?
- How do other brands besides Macy’s benefit from events like the Thanksgiving Day Parade?