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Cecile Corral

Martha at Macy's brings home to the holidays

November 9, 2007

It’s interesting to see Martha Stewart taking the lead role in Macy’s holiday marketing, almost mothering other popular celebrities like Jessica Simpson, Usher, Tommy Hilfiger, Kenneth Cole, Emeril, Tyler Florence and lest we forget Donald Trump, to name a few, in the department store’s new star-studded holiday television ad.

Almost at the end of the segment Stewart gently but firmly scolds Simpson (“Darling,” Stewart calls her, slightly annoyed) for mistakenly tripping the electricity during store preparations. "Oops, my bad," Simpson says apologetically.

Obviously, Stewart has the fame to carry the commercial, and her role in it suits her take-charge style in all things decorating.

But all that aside, there’s another message to consider.

While Target, Wal-Mart, Best Buy and others push their electronics and toys and the Neiman’s and Saks of the world cash in with luxury jewelry, apparel and accessories this holiday season, Macy’s is sending the message that home — via its Martha Stewart Collection for the home categories– is also a great holiday giftable.

It’s rare to consider sheet sets, quilts, kitchen gadgets, on and on in more than 2,000 ways (that’s her item count), among holiday gift items.

And "The Magic of Macy’s" this holiday is apparently telling us in a major way that now we can.