Although it’s that time of year when retailers battle each other tooth and nail for business, on Madison Avenue there’s a collaborative disposition this week.

This story first appeared in the December 4, 2013 issue of WWD. Subscribe Today.

Graff, Georg Jensen, Gucci, Ralph Lauren, Mulberry and Missoni are among 85 retailers from 57th to 86th Streets participating in “Miracle Saturday” on Dec. 7 by donating 20 percent of their sales — up to $15,000 — to support the pediatric initiatives of The Society of Memorial Sloan-Kettering Cancer Center. That’s 25 more than last year’s miracle day, according to the Madison Avenue Business Improvement District which organizes the event. “The season of giving has been imbued with the spirit of partnership on Madison Avenue,” said Matthew Bauer, president of the Madison Avenue BID. “This is a 27-year philanthropic tradition supporting children in need.”

The event gets promoted in grand style on Thursday, when The Society of MSKCC president Martha Vietor Glass, along with event chairs Muffie Potter Aston and Courtney Arnot, flip the switch to ignite the “shooting stars” on the lamp poles along Madison Avenue. The Hewitt Carolers, a choir of second graders, will also be performing.

Town & Country magazine, for the first time, is the media partner for the day and has created a 44-page gift guide for the Madison Avenue retailers for the December issue focusing on philanthropy. The magazine will give another lift to the cause by stationing editors in the stores Saturday to help shoppers with selections and styling tips.

“It will be a personalized experience that Town & Country editors bring to the avenue,” said Jennifer Levene Bruno, the magazine’s publisher. Town & Country also created a gift guide for Rodeo Drive retailers, polybagged with magazines distributed on the West Coast. Rodeo Drive retailers are conducting their own charity efforts.