Workers at Macy's Herald Square say the magic is fizzling.
Members of the Retail, Wholesale and Department Store Union plan to strike if a new contract isn't reached.
Their current agreement is set to expire at midnight.
Workers say their top concerns include health care, unpredictable schedules and pension plans.
The RWDU represents 3,500 workers at Macy's flagship store.
The potential strike could also affect three other nearby stores.
Macy's is already posting ads for temporary workers.
If the strike happens, it would be the first at the flagship store since 1972.
In a statement, Macy's says their goal is to find an agreement that's fair to both employees and the company.