Along with the vast variety of plants and flowers, Macy’s is mixing Mother’s Day celebrations, deals, curated products and partnerships with Valentino, Coach and Fossil into its annual Flower Show.
The 51st installment of the event this year is themed “Homegrown” to showcase state flowers and regional flora across the U.S. including lilacs from New Hampshire, roses from New York, red carnations from Ohio and sunflowers from Kansas. Ninety variety of cut flowers and 45 varieties of living plants are in the show.
Macy’s Flower Show runs April 23 to May 10 at the Herald Square flagship in Manhattan, and April 16 to May 10 at the Chicago State Street flagship.
The show is a rite of spring that brings big crowds to the store. “After what’s been a rough winter particularly in the Northeast and Chicago, people are craving spring,” said Sharon Otterman, chief marketing officer at Macy’s.
“Each year for the flower show, we challenge ourselves to innovate by bringing in a different theme. So this year, we decided to celebrate our country’s 250th birthday, with a lot of the state and regional flowers, plants and blooming trees,” Otterman said.
Macy’s troika of extravaganzas each year encompasses the 4th of July Fireworks, the Thanksgiving Day Parade and the Flower Show. This year, Macy’s celebrates its 50th fireworks display and 100th Thanksgiving Parade.
For the Flower Show, the mezzanine of Macy’s Herald Square will be transformed into Valentino Beauty Born in Roma Palazzo, a multisensory exhibit of color and fragrance inspired by Valentino’s Born in Roma fragrance collection. Customers will be able to step inside a reimagined palazzo of chromatic storytelling which Macy’s executives described as “a colorful floral voyage unfolding across a series of spaces that reflect each scent and color story. The experience features lush floral installations, interactive fragrance moments and inspiring design details that invite discovery, individuality and self-expression.”
A rendering of a display of birds, birdhouses and flora from Macy’s Flower Show.
New for 2026, Macy’s State Street flagship in Chicago will stage a 2,000-square-foot pop-up version of the Flower Show with Coach and Fossil providing what the retailer characterized as “exclusive, multi-sensory activations and curated product assortments.” The show will also extend to the store’s Walnut Room restaurant, evoking the history of Marshall Field’s which was taken over by Macy’s in 2005, and featuring handcrafted paper botanicals.
For Mother’s Day, Herald Square is offering styling demonstrations and beauty master classes, and gifts with purchases. Separately, on May 9 — the day before Mother’s Day — eight Macy’s locations will stage fashion styling sessions, beauty and fragrance consultations, monogramming and engraving, and offer giveaways, brand‑led experiences and gifts with purchase while supplies last.
Macy’s has assembled a collection of Flower Show commemorative items, including apparel, printed tote bags, key chains, magnets, a watercolor paint set, Frango chocolates and a candle from Apotheke.
Just after the flower show concludes, Macy’s starts planning the next year’s show. But during the event itself, there are 40-plus professionals and a total of 1,300 hours involved in the work from the installation to maintaining and refreshing all the flowers and plants.
