The 166-year-old chain, which is fighting extinction, calls the parade its “gift to the nation.” With 30 million TV viewers, it’s also a big moneymaker. At least we think it is — Macy’s is famously tight-lipped about parade economics. We try to loosen them up. (Part one of a two-part series.)

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SOURCES: • John Cheney, carpenter at Macy’s Studios. Will Coss • , vice president and executive producer of Macy’s Studios. Jeff Kinney • , author, cartoonist, and owner of An Unlikely Story Bookstore and Café. Kevin Lynch • , vice president of global helium at Messer. • Jen Neal, executive vice president of live events and specials for NBCUniversal Entertainment Tony Spring • , chairman and C.E.O. of Macy's Inc. Jessica Tisch • , commissioner of the New York City Department of Sanitation; incoming commissioner of the New York City Police Department. Dawn Tolson • , executive director of Citywide Event Coordination and Management and the Street Activity Permit Office for the City of New York.

RESOURCES:Macy's: The Store. The Star. The Story., • by Robert M. Grippo (2009). History of Macy's of New York, 1853-1919: Chapters in the Evolution of the Department Store • , by Ralph M. Hower (1943). Macy's Thanksgiving Day Parade • .

EXTRA:The Economics of Everyday Things.