Macy's Santaland 2026: free reservations open Nov. 20 for Herald Square visits starting Nov. 27

Macy's Santaland reopens at the Herald Square flagship on Friday, Nov. 27, the day after Thanksgiving, with a redesigned visit built around a train ride called the North Star Express. Visits are free but every one needs a reservation, and the first free slots go live on Friday, Nov. 20, according to Macy's, How2NewYork and Mommy Poppins.

At a glance

• Where: eighth floor of Macy's Herald Square, 151 W. 34th St. (between Broadway and Seventh Avenue). Subway: 34 St-Herald Sq (B, D, F, M, N, Q, R, W) or 34 St-Penn Station (1, 2, 3).
• When: Nov. 27 through Christmas Eve, Dec. 24.
• Cost: free with a reservation. Photo packages start at $44.99, How2NewYork reported.
• Booking opens: Friday, Nov. 20. Free reservations are released on a rolling basis seven days before each visit date, Macy's says. Mommy Poppins reports new batches drop each morning at 6:30 a.m.

How booking works

• One week out: because slots open seven days ahead, a Dec. 16 visit, for example, becomes bookable on Dec. 9. If a day shows nothing available, that batch is gone; try the next morning.
• Group size: each reservation covers up to eight people, including adults, children and infants, and the person booking must be 18 or older, SILive reported.
• Expect a wait: on arrival you check in and join a virtual queue, then can browse the store until your group is called. Mommy Poppins, which previewed the new Santaland, put waits at roughly 30 to 90 minutes.
• Weekdays are calmer: early in the day and early in the week usually means shorter waits; weekends are the busiest, according to Mommy Poppins.

New this year

• North Star Express: the ride passes scenes including a Reindeer Barn and a Conservatory on the way to Santa, Macy's says.
• Paid Premium Experience: $250 per group of up to eight, on sale now, with first choice of time slots, faster entry, extra time with Santa, a story, a plush bear and a photo package, according to Macy's and How2NewYork.
• Sensory-friendly hours: developed with the Child Mind Institute. Wednesdays, Dec. 2 and Dec. 9, are sensory-friendly, plus select early-morning slots, How2NewYork reported.

While you're there

Macy's Holiday Square, a market with more than 35 vendors on the store's lower level, is open daily during store hours, and the Herald Square holiday windows debut Nov. 19 and stay up through Jan. 4, Macy's says. Plan to eat before or after: Mommy Poppins notes no food or drink is allowed inside Santaland. For more seasonal shopping, see our NYC holiday markets guide.