Perhaps underlying the company’s role in holiday celebrations starting with its New York Thanksgiving Day Parade sponsorship, Macy’s touted itself as “America’s most beloved retailer” yesterday as it announced an assortment of gifts for the end of year shopping season. The announcement comes as many major retailers in the United States have been introducing promotions that could make the year-end selling period, still generally characterized as upcoming despite Walmart’s late-summer holiday layaway launch, one of the most competitive ever.

Customers will rediscover “the magic of Macy’s,” the retailer insisted, through a Gifts from our Stars promotion. The initiative centers on “quirky and affordable” gift shop style items provided in an easy to shop environment, the retailer related.

Macy’s said the professional and celebrity designers who help develop exclusive brands for the retailer have taken a hand in creating one-of-a-kind exclusive gifts available only through its stores and e-commerce operations. Celebrity gifts include designs by Betsey Johnson, Calvin Klein, Greg Norman, Kenneth Cole, Martha Stewart, Michael Aram, Michael Kors, Ralph Lauren, Sean John and Tommy Hilfiger, the company said. Deliberately designed to retail at affordable prices, Macy’s asserted, Gifts from our Stars can add glitter and warmth to the holidays with bejeweled accessories, warm weather essentials and merry home items among a wide range of goods boutiqued on 310 Macy’s sales floors across the United States and on macys.com. Macy’s stores operating gift shops will located them centrally is a festive, branded environment conceive to encourage shopping for yuletide gifts that make an impression and won’t break the bank, the retailer said. And to give consumers a head start on holiday shopping, it said, Macy’s compiled a list of the hot seasonal gifts from among its brands.

Gift Shop products come under specific listings. Featured in the Be Merry list, for example, is a Michael Kors studded clutch, priced at $448,
 LeVian Raspberry Rhodolite and Chocolate Diamonds 14k Strawberry Gold Ring, $3,200, a
 Sean John Puffer Vest for him, $148, a
 Wacoal bra and underwear set, $52, $20
Hotel Collection twill throw, $200, and a
 KitchenAid Artisan Stand Mixer, $499.99.

As with the Be Merry example, home goods appear throughout the shopping lists and other instances include:

Be Entertaining. Michael Aram Metal and Glass Gifts and Serveware, $60-$325,
 The Cellar Mini Dessert Set, $29.99, 
Lauren Ralph Lauren Home Barware, $35-$130,
 Nambe Trio Condiment Tray, $185,
 Waterford Crystal Champagne Saucer Pair, $160,
 Martha Stewart Collection Cake Stands and Domes, $43-$115.

Be Techy. Keurig Special Edition Personal Brewer with LCD Message Center, $219.99, 
Homedics Massager, $79.99.

Be Warm. 
Charter Club Faux Fur Decorative Pillows and Throws, $50-$160, 
Martha Stewart Collection Flannel Bedding, $40-$260, a
 Lacoste Pima Cotton Bath Towel, $30.

Be Festive. Swarovski Crystalline Collection, $75-$390.

Be Santa. Vera Wang Picture Frames, $75-$100.

“Macy’s continues to offer better assortments that serve our customers’ need for gifts for everyone on their list from the best brands at an affordable price during the most hectic shopping period of the year,” said Tim Baxter, executive vp/Macy’s Fashion, Lease and Multicultural Offices. “I’m confident our assortment will resonate with our customer by offering exciting, must-have gifts at compelling prices.”