Macy's Believe campaign

Celebrate the Wonder of Giving at Macy’s with a Letter to Santa


For the 11th consecutive holiday season, Macy’s is partnering with Make-A-Wish® for the annual Believe campaign, giving the gift of joy to children with critical illnesses. By sending a holiday wish list to Santa, shoppers can join Macy’s in celebrating the wonder of giving and help grant the wish of a child with a critical illness.

Macy’s will donate $1 to Make-A-Wish for each letter sent, up to $1 million, from Nov. 2, 2018 to Dec. 24, 2018. Customers can write their letters and drop them off in stores in the red Believe letterboxes or submit them online at Research shows children who have wishes granted can build the physical and emotional strength they need to fight their illness.

Since 2003, Macy’s has donated more than $112 million to Make-A-Wish, including more than $17 million through its annual Believe campaign, helping grant more than 13,000 wishes and impact more than 2.6 million people, including wish kids and their families, volunteers, community groups, nurses, doctors, and more.

As we celebrate the wonder of giving, we feel privileged to support Make-A-Wish in its quest to grant the wishes of children in need. We are proud of the passion that our colleagues bring and grateful to our customers for turning this program into a tradition of endless generosity and community through the collection of millions of letters over the last 11 years. —Lauren Anania, Macy’s Director of Cause Execution

Yes, Virginia – The Power of Believing

Macy’s Believe campaign was born in the spirit of kindness and holiday goodwill, illustrated by the true story of 8-year-old Virginia O’Hanlon in 1897.

Virginia O’Hanlon loved Christmas so much that when a bully challenged her belief in Santa Claus, she sets out to prove him wrong.

On a mission to find out if Santa is real, Virginia met everyone from an overeager librarian to a scraggly Santa raising money for the poor. It wasn’t until her dad inspired her to write a letter to the New York Sun newspaper, claiming “If you see it in the Sun, it’s so,” that she found what she was so desperately looking for.

Virginia wrote a letter to the newspaper asking if there really was a Santa Claus. She received a spirited response from editor Francis P. Church that has since become an iconic piece of journalism history. “Yes, Virginia, there is a Santa Claus,” Church wrote in his famous newspaper editorial, reprinted here. “He exists as certainly as love and generosity and devotion exist.”

Virginia’s heartwarming story showed the whole world what it means to believe—it is a tale about believing in the true spirit of Christmas.

The Believe campaign seeks to capture some of the joy and generosity of Church’s words, bringing the magic of the holiday season to children across the country. And this year, three of the Macy’s Herald Square holiday windows on 34th Street focus on the Yes, Virginia story.

You can find the story of “Yes, Virginia,” at, along with a writing template for creating a wish list for Santa, local wish stories, writing guides for teachers and more.