The Commodification of Nostalgia: Macy's Thanksgiving Day Parade Merchandising The Macy's Thanksgiving Day Parade has long been an American institution, symbolizing the country's tradition of excess and spectacle.
As the parade celebrates its 100th anniversary, Macy's is cashing in on its heritage with overpriced merchandise, including embroidered varsity jackets and rare photo books.
A $200 varsity jacket emblazoned with patches and graphics is a particularly egregious example of this trend.