On the last Thursday of every month since 1948 television viewers could tune in to NBC to watch one of the longest continually running parade broadcasts in America — a parade that actually preceded its first television broadcast by near a quarter of a century. The desire for a parade celebrating America grew out of a desire by Macy’s many first-generation immigrant employees to express their wonderment of their new home. The store helped them stage an impromptu parade, creating a tradition still going strong close to 90 years later.

On this day, November 27, in 1924, the Macy’s department stores held their first ever parade. The timing put it past Thanksgiving, so they titled it a “Christmas Parade” instead, but the spirit, with store employees marching in vibrant colored costumes, was the same.

Macy’s staged the event as a promotion for their store, and by all accounts it worked incredibly well – enough so the store decided to make it an annual tradition. In addition to the creative floats and costumed marchers, in 1927 Macy’s decided to include giant balloons. Felix the Cat was chosen to be the first one, with a different character chosen each following year. Mickey Mouse, Donald Duck were balloon headliners in their time, as were Bugs Bunny, Rocky and Bullwinkle, Smokey the Bear, and Superman.