Our favorite city is about to get a little more magical for the holidays, if that’s even possible!
As the festive season approaches, a beloved Midtown Manhattan holiday attraction is making its return, bringing a double-decker Christmas carousel, a snow slide, and even a virtual reality sleigh ride to the heart of the city.
The Herald Holiday Fair is returning to Greeley Square and Herald Square for the 2026 holiday season, transforming the bustling shopping district into a festive destination filled with seasonal attractions, sweet treats, and holiday shopping.
Organized by the 34th Street Partnership, the fair will roll out in two stages, with the first attractions opening on November 12 and the holiday market following on December 2. Whether you’re planning a festive outing with friends, looking for family-friendly activities, or hoping to squeeze in some holiday magic after shopping at Macy’s, there’s plenty to look forward to.
A double-decker Christmas carousel is returning to Midtown NYC
The star of the Herald Holiday Fair is none other than its beloved double-decker Christmas carousel, twirling back into Greeley Square on November 12! A festive favorite from last holiday season, the carousel is the perfect spot to soak up some Christmas magic, snap a few cute photos, and take a little break from the Midtown hustle and bustle.
And the holiday cheer doesn’t stop there! This year, the fair is bringing even more festive fun to the neighborhood, with a snow slide and a magical virtual reality sleigh ride joining the lineup. Consider this your invitation to add a little extra wonder to your NYC holiday season!
Ride a snow slide or take a virtual reality sleigh ride
Alongside the returning carousel, visitors can look forward to two new attractions opening in Greeley Square on November 12.
First up is a snow slide, offering a playful seasonal experience in the middle of the city. There’s also the Magical Sleigh Ride, a virtual reality journey that invites visitors to experience a festive adventure without leaving Midtown.
The fair will also welcome S’mores N’more for its second NYC location, serving torched marshmallow treats that are just as photo-worthy as they are tempting.
A holiday market with food, drinks, gifts, and festive photo ops
The festivities will expand on December 2, when the Market by Urbanspace opens in Herald Square along Broadway between 34th and 36th Streets.
The market will feature returning holiday shopping favorites alongside new vendors, making it a convenient stop for anyone searching for seasonal gifts while exploring Midtown.
Visitors can also pose for photos on a giant rocking horse, browse local vendors, sample food and sweet treats, and enjoy a warm cocktail from the market’s bar. Festive photo opportunities and games will be scattered throughout the space, adding to the holiday atmosphere.
With Macy’s nearby and the neighborhood already drawing crowds for its seasonal shopping, the market offers another reason to make Herald Square part of your holiday plans.
Know before you go
The Herald Holiday Fair will open in two stages across Greeley Square and Herald Square, with attractions and shopping options available on different dates.
- Opening date for Greeley Square attractions: Thursday, November 12, 2026
- Opening date for the Herald Square holiday market: Wednesday, December 2, 2026
- Final day: Sunday, January 3, 2027
- Attraction hours: Daily from 10 a.m. to 10 p.m.
- Market by Urbanspace hours: Daily from 11 a.m. to 9 p.m.
- Payment: All attractions are tap-to-pay
- Availability: Attractions are first-come, first-served
The fair will run through January 3, 2027, giving New Yorkers and visitors several weeks to enjoy the seasonal attractions, browse the market, and soak up the holiday atmosphere.
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