Macy's 2025 Holiday Campaign Raises More Than $3.1 Million for Big Brothers Big Sisters

 Customer-led round-up and online donation campaign supports life-changing mentoring opportunities for young people nationwide

TAMPA, FL & NEW YORK, NY - January 28, 2026 - Big Brothers Big Sisters (BBBS), the nation's preeminent one-to-one youth mentoring organization, and Macy's are thrilled to announce the results from their collaborative 2025 holiday campaign. Funds raised through the campaign will empower BBBS agencies nationwide to continue providing mentoring relationships that build confidence, curiosity and pathways to future success for young people.

Between November 1st and December 24th, Macy's customers raised more than $3.1 million through in-store round-up opportunities, online donations and purchases of collectible holiday items, including a limited-edition plush bear and tote bag with artwork by BBBS youth.

"Our partnership with Big Brothers Big Sisters remains one of the most powerful ways we bring our mission of supporting the leaders of tomorrow to life," said Bobby Amirshahi, Macy's, Inc. SVP and head of corporate communications and public affairs. "Reflecting upon the past four years of partnership, we are incredibly proud to see the unwavering generosity of our colleagues and customers come together to support mentorship, inspire hope, and open doors for young people nationwide."

"Our partnership with Macy's has become a cornerstone for our mission and our annual holiday campaign reflects a powerful commitment to youth empowerment through mentorship," said Artis Stevens, President and CEO, Big Brothers Big Sisters of America. "Year after year, Macy's and its customers show up for young people who need mentors - strengthening our agencies nationwide and creating unforgettable experiences for our Bigs and Littles across the country. This is what intentional partnership looks like, and we're deeply grateful for Macy's continued commitment to building brighter futures through mentorship."

Building upon years of a successful and innovative partnership, Macy's brought powerful one-of-a-kind experiences to life for Big Brothers Big Sisters' adult volunteers (Bigs) and young people (Littles) throughout the holiday season.

Featured BBBS Matches in Macy's Holiday Campaign

• Two Big and Little matches were featured in Macy's official holiday campaign, helping to bring wonderful stories to life across social channels and campaign materials.

Participation in the 99th Macy's Thanksgiving Day Parade®

• Bigs and Littles led the 99th Macy's Thanksgiving Day Parade® marching alongside Macy's iconic Tom Turkey float and celebrating the partnership on a national stage.

Macy's Santa Tour Experiences

• Cities across the country experienced holiday magic as the Macy's Santa Tour brought the one-and-only Santa Claus to stores across the country. During select tour stops in December, BBBS youth had the opportunity to join the festivities, create lasting memories with their families and friends, meet Santa and receive gifts off their holiday wish list.

Holiday Window Displays Featuring BBBS Ornaments

• Additionally, at select locations across the country, Macy's iconic holiday window displays featured ornaments decorated by Bigs and Littles to celebrate mentoring relationships.

This campaign is an award-winning national partnership between BBBS and Macy's, through Macy's, Inc. social purpose platform, Mission Every One. Since 2022, the campaign has raised more than $16 million to support BBBS' mission.

About Big Brothers Big Sisters 
Founded in 1904, Big Brothers Big (BBBS) is the largest and most experienced youth mentoring organization in the United States. The mission of Big Brothers Big Sisters is to create and support one-to-one mentoring relationships that ignite the power and promise of youth. Big Brothers Big Sisters' evidence-based approach is designed to create positive youth outcomes, including educational success, avoidance of risky behaviors, higher aspirations, greater confidence, and improved relationships. Big Brothers Big Sisters serves more than 5,000 communities across all 50 states. For more information, visit: www.bbbs.org.

About Macy's 
Macy's, the largest retail brand of Macy's, Inc. (NYSE: M), serves as the style source for generations of customers. With one of the nation's largest e-commerce platforms powered by macys.com and mobile app, paired with a nationwide network of stores, Macy's delivers the most convenient and seamless shopping experience, offering great values in apparel, home, beauty, accessories and more. Macy's gives customers even more ways to shop through an off-price assortment at Macy's Backstage and at our highly curated Macy's small format stores. Each year, Macy's provides millions with unforgettable experiences through Macy's 4th of July Fireworks® and Macy's Thanksgiving Day Parade® and helps our customers celebrate special moments, big and small. We're guided by our social commitment-to create a brighter future for all that empowers voice, choice and ownership for our colleagues, customers, communities and leaders of tomorrow.  

Media Contacts

Jennifer Banks, Big Brothers Big Sisters of America, [email protected]

Macy's External Communications, [email protected]