Meet&CoNEW YORK – Looking to carry the excitement from one of the nation’s most iconic holiday traditions into the biggest shopping weekend of the year, Serta teamed up with Macy’s to host an immersive in-store event at the retailer’s Herald Square flagship on Black Friday.
For the first time, Serta’s well-known Counting Sheep appeared in the Macy’s Thanksgiving Day Parade, drawing attention as they traveled through Manhattan. The following morning, the Serta team transformed the ninth-floor mattress department into a festive experience zone, complete with themed mocktails, a life-size sheep mascot for photos, plush toy giveaways, and a sweatshirt station where shoppers could customize apparel with parade and Serta patches.
To Serta, the parade and the store activation serve a strategic purpose: aligning national brand storytelling with in-store engagement at one of the most critical retail moments of the year. By pairing the parade appearance with Black Friday traffic, the brand reached shoppers already primed to make holiday purchases.
“Macy’s sees huge customer turnout on Black Friday, and we wanted to bring that same energy into the mattress area,” said Loren Blanchard, senior director of sales for Serta. “The event blends parade-inspired visuals with hands-on product experiences and compelling promotions, giving shoppers a new reason to try the beds and talk with our associates.”
The activity also gave retail sales associates a simple entry point for conversations: the same Counting Sheep families watched on TV the day prior were now greeting them in-store.
“Consumers want memorable experiences—not only discounts,” Blanchard added. “Linking our Black Friday activation back to the parade gives us a natural story that leads into discussions about comfort, wellness and better sleep.”
Serta also showcased its limited-edition 34th Street collection, featuring a first for the brand: the Counting Sheep printed directly onto the mattress cover. The blue-on-white artwork offers visual appeal without being overly whimsical. The lineup includes Serta’s targeted support zones, individually wrapped coils, PillowSoft Air Foam for cushioning and airflow, and Cool Twist gel memory foam for improved cooling and pressure relief.
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As home furnishings and mattress retailers continue seeking ways to drive traffic, the holiday period remains a key opportunity—one that often tapers off afterward. Combining broad national exposure with in-store experiences helps maintain momentum, support sales staff and reinforce Serta’s presence during the busy season.
“Black Friday is all about excitement and high energy,” Blanchard said. “We want to give shoppers a reason to walk into the mattress showroom and truly experience what sets our products apart.”
