Macy’s National Believe Day Honors The Spirit Of Giving This December 14

  Macy’s National Believe Day Honors The Spirit Of Giving This December 14

 Inspiring goodwill across America, Macy’s National Believe Day includes the
return of “Wishes Across America” and Double Donation to benefit Make-A-Wish^®

Business Wire

NEW YORK -- December 10, 2012

On Dec. 14, Macy’s (NYSE:M) will celebrate a season filled with goodwill and
generosity during the retailer’s fourth annual National Believe Day. Born from
the beloved Macy’s Believe campaign, National Believe Day aims to inspire
Americans across the nation to spread the spirit of kindness and philanthropy
during the holiday season. To commemorate this year’s National Believe Day,
Macy’s and Make-A-Wish will grant more than 60 “Wishes Across America” for
children with life-threatening medical conditions. Macy’s will also offer a
Double Donation, giving an extra $1, up to $500,000, for every letter dropped
off to Santa in Macy’s Santa Mail letterboxes on Dec. 14. In addition to
dropping off a letter, those who want to inspire others by sharing their
stories of goodwill can use the hash-tag #MacysBelieve to spread the word.

On National Believe Day, Friday, Dec. 14, 2012, Macy's will donate an extra
dollar to Make-A-Wish(R) ...

On National Believe Day, Friday, Dec. 14, 2012, Macy's will donate an extra
dollar to Make-A-Wish(R), up to $500,000, for every stamped letter to Santa
dropped off at Macy's red, Santa Mail letterboxes in stores across the
country. (Photo: Business Wire)

“Macy’s National Believe Day continues to inspire our customers to act in
generous and compassionate ways,” said Martine Reardon, Macy’s chief marketing
officer. “It's an opportunity for each individual to give back to their
community and for families to partake in the season's spirit of generosity
through the simple and beloved holiday tradition of writing a letter to Santa.
Our goal is to create generations of customers who believe in the importance
of goodwill, not only during the holiday season, but throughout the entire
year.”

Macy’s Believe campaign was inspired by the heartwarming story of 8-year-old
Virginia O’Hanlon, who, in 1897 wrote a letter to the “New York Sun” newspaper
questioning the existence of Santa Claus. The editor of The Sun, Francis P.
Church notably replied, “Yes, Virginia, there is a Santa Claus. He exists as
certainly as love and generosity and devotion exist …” In hopes of spreading
this message and inspiring people nationwide to show goodwill towards others,
Macy’s Believe campaign encourages acts of kindness during the holiday season
and beyond, celebrating the magic of the holidays by making altruism a new
holiday tradition.

Key elements of National Believe Day include:

“Wishes Across America”

In celebration of the fourth annual National Believe Day, Macy’s and
Make-A-Wish will grant more than 60 wishes of children with life-threatening
medical conditions across the nation. The program aptly named “Wishes Across
America” was created to spread compassion and generosity by granting multiple
wishes across the country all on one day. Wishes to be granted include:

  *Illinois – Arlene, 4, will be a princess for the day
  *Washington – Joshua, 14, will shop for the latest fashions to fill his
    closet
  *Minnesota – Sabrina, 11, will have a CD recording and release party
  *Ohio – Peter, 12, will give his family the best Christmas
  *Massachusetts – Athena, 7, will travel to St. Lucia with her family

Double Donation

As part of Macy’s Believe campaign, which kicked off on Nov. 2, children of
all ages are encouraged to drop their stamped letters, addressed to Santa at
the North Pole, in special, red Santa Mail letterboxes at Macy’s stores
nationwide. For every letter received before Dec. 25, Macy’s will donate $1,
up to $1 million, to Make-A-Wish. In celebration of National Believe Day,
Macy’s will offer a special Double Donation and will donate an extra $1 for
each letter received on Dec. 14, up to $500,000, to Make-A-Wish, above and
beyond the $1 million goal.

Firefighter Letter Collection

Macy’s is calling firefighters to action in select cities across America by
challenging them to recruit members of their community to write letters to
Santa in support of Macy’s Believe campaign. Utilizing their burning passion
to serve, each fire department will collect as many letters as possible that
can be dropped off at their local Macy’s on National Believe Day, bringing
additional awareness to the cause.

“Yes, Virginia” Animated Special

This holiday season, Macy’s beloved “Yes, Virginia” animated special will once
again delight viewers across America. Based on the story of 8-year-old
Virginia O’Hanlon’s letter to the editor of the “New York Sun”, the holiday
special takes viewers on a charming adventure about the existence of Santa
Claus and the curiosity amongst believers. “Yes, Virginia” will air on CBS on
National Believe Day, Friday, Dec. 14, at 9 p.m. ET (check your local
listings). On Dec. 23 at 7:30 p.m. ET (check your local listings), the
Spanish-language version of “Yes, Virginia” will premiere for the first time
on Univision. “Yes, Virginia” was created and produced by Macy's and JWT in
conjunction with The Ebeling Group and MEC Entertainment, a division of
Mediaedge:cia.

“Macy’s Believe-o-Magic” Augmented Reality Technology

Customers mailing their letters at “Believe” Stations in Macy’s stores can
also take a photo with the campaign’s animated stars Virginia and Ollie from
the animated holiday special “Yes, Virginia.” Using augmented reality
technology, customers with iOS and select Android smartphones can download the
“Macy’s Believe-o-Magic” app to unlock the magic to see and interact with
Virginia, Ollie and their friends. Customers can step in the frame and take a
photo, which can also be uploaded into a holiday card template to share via
e-mail or Facebook. “Macy's Believe-o-Magic” app was created and produced by
Macy's and JWT in conjunction with Metaio GmbH and The Ebeling Group.

Editor’s Note: For Macy’s Believe campaign media materials, including images,
please visit: magicbulletmedia.com/MNR/MacysHoliday2012. For more information
about Macy’s Believe campaign and National Believe Day, visit
macys.com/believe.

About Macy’s

Macy's, the largest retail brand of Macy's, Inc., delivers fashion and
affordable luxury to customers at more than 800 locations in 45 states, the
District of Columbia, Puerto Rico and Guam. Macy's stores and macys.com offer
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. Building on a 150-year tradition, Macy's helps strengthen
communities by supporting local and national charities that make a difference
in the lives of our customers.

About Make-A-Wish

Make-A-Wish^® grants the wishes of children with life-threatening medical
conditions to enrich the human experience with hope, strength and joy.
According to a 2011 U.S. study of wish impact, most health professionals
surveyed believe a wish-come-true can influence the health of children. Kids
say wishes give them renewed strength to fight their illnesses, and their
parents say these experiences help strengthen the entire family. Based in
Phoenix, Make-A-Wish is one of the world’s leading children’s charities,
serving children in every community in the United States and its territories.
With the help of generous donors and more than 25,000 volunteers, Make-A-Wish
grants a wish somewhere in the country every 38 minutes. It has granted more
than 226,000 wishes since its inception in 1980; nearly 14,000 in 2012 alone.
Visit Make-A-Wish at wish.org.

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Contact:

Macy's
Alison Kmiotek, 646-429-7449
alison.kmiotek@macys.com
or
Kristina DeGrocco, 646-429-7470
kristina.degrocco@macys.com