Believe - Macy's Thanksgiving Day Parade

It's Thanksgiving here in the United States, so I'm watching the Macy's Thanksgiving Day Parade.  I keep seeing the giant sign that says, "Believe," which reminds me of this post from a few months back:

Examined Worlds: Is the Believing Feeling Good for Us?: Part One

This sign makes me wonder... Believe what, exactly?  Why does Macy's want us to believe?  Is it always good to believe, just because it feels good?  Do beliefs make us happy?

Whatever the answers to these quandaries may be, Happy Thanksgiving!