Leadership & Event Management

2025 Macy's Thanksgiving Day Parade Event Analysis

Tiffany Holmes

Event Analysis Outline

Topic: 2025 Macy’s Thanksgiving Day Parade

Introduction

Target audience
1. The first Macy’s Thanksgiving Day parade was held in 1924.
2. The 2025 parade lineup included today’s popular performers and performers from older generations. It offers something for everyone.
Scope
1. In-person attendance of 3.5 million is more than double New Year's Eve.
2. NYC Emergency Management opt-in allowed spectators to get live updates.
3. Private multimillion-dollar public liability insurance is in place.
4. Surprised by the lack of security entrance checkpoints for the parade.
Marketing
1. All marketing outlets are used, including traditional, new media, and social media.
2. Macy’s also offered in-store purchases that were specifically branded to the parade.
Suggestions for improvement to the event
1. Allow other major television networks full access to stream the program without hurdles and legalities.
2. Remove Macy’s and move towards America’s Thanksgiving Day Parade, which would allow the parade to continue if Macy’s goes bankrupt.
Leadership
1. Coaching leadership approach would be the best fit for the changes proposed to ensure this parade continues for years to come.
Conclusion

References

Klein, C. (2014). The first Macy’s Thanksgiving Day Parade | History. Retrieved from https://www.history.com/articles/the-first-macys-thanksgiving-day-parade

Macy’s Thanksgiving Day Parade 2025 – thanks for watching! (n.d.). Retrieved from https://www.macys.com/s/parade/

Meek, A. (2025). Why the Macy’s Thanksgiving Day Parade is prime TV real estate for brands. Retrieved from https://www.forbes.com/sites/andymeek/2025/11/27/why-the-macys-parade-is-prime-tv-real-estate-for-brands/

Raj, R., Walters, P., & Rashid, T. (2017). Events Management (3rd ed.). SAGE Publications, Ltd. (UK). https://reader2.yuzu.com/books/9781473998377