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If New York’s holiday season has a power button, someone’s about to flip it on along Fifth Avenue. Later this month, the world’s most photographed stretch of retail stores will transform into a holiday wonderland—smelling like pine and pomegranate, illuminated by more than 15,000 crystals and serving Parisian hot chocolate on the sidewalk.
The festivities kick off next week on November 19 with the return of the Fifth Avenue Snowflake, the 30-foot-wide crystal beacon that lights up the corner of Fifth Avenue and 57th Street from 50 feet above. Newly renovated, the snowflake can now throw a full-on LED light show—and doubles as a force for good: proceeds from its installation support the Fifth Avenue Snowflake for Humanity, benefitting St. Jude Children’s Research Hospital.
Two days later, Fifth Avenue’s viral scented decor will return. The Fifth Avenue Association has teamed up with Nest New York and artist Donald “Drawbertson” Robertson to perfume the sidewalks from 47th to 59th Streets with Nest’s holiday fragrance—a heady blend of pomegranate, pine, cloves, cinnamon, vanilla and amber, all wafting through illuminated displays and life-size character cut-outs.
“We’re creating a multi-sensory holiday experience that is distinctly New York: iconic, immersive and full of joy,” said Toni Lakis, Nest’s creative director and chief brand officer, in an official statement.
Longchamp will join the fun as well, bringing a tiny Alpine dream to the sidewalk. From November 21 through January 5, 2026, “Le Chalet Longchamp on Fifth” will serve a curated menu of treats from Angelina Paris outside the brand’s flagship at 645 Fifth Avenue.
The avenue’s beloved Holiday Open Streets will return on December 14, when Fifth Street will close to cars from 48th to 55th Streets for six hours of music, pop-ups, limited-edition goodies and general festive chaos.
Last year’s celebration drew around two million pedestrian movements. This year, retailers like Bergdorf Goodman, Nike and Swarovski will be part of it all, alongside performances from LaGuardia High School Show Choir and Saint Thomas Choir of Men and Boys.
If you want a little history with your holiday cheer, Fifth Avenue walking tours with historian Kevin Draper also return, tracing how a stretch of luxury retail became a global stage for holiday magic.
All this unfolds as the city prepares for the “Future of Fifth,” an expansive redesign that will widen sidewalks, add greenery and make the iconic corridor more pedestrian-friendly. Until then, bundle up and enjoy the show.