kaufmann's was the main sponsor of the "celebrate the season parade," which ran through downtown pittsburgh, at its inception in 1980. the parade was held the saturday after thanksgiving for 32 years, with macy's taking over the sponsorship after purchasing kaufmann's in 2006. the parade included balloons, musical acts, and celebrities for the main acts in front of the kaufmann's fifth avenue flagship store. in february 2014, macy's announced it would end its partnership with wpxi as main sponsors of the parade. pittsburgh public schools sponsored the parade with wpxi from 2014- 2016.