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Hoda Kotb and Jenna Bush Hager have a secret Thanksgiving tradition where Hoda sends a personalized on-air signal during the Macy’s ParadeThe former co-hosts teased their 2025 signal on Today, suggesting everything from a stretch to Kotb simply saying “Hi Jenna”Kotb and Bush Hager’s close friendship and playful bond developed during their nearly six years of hosting Today with Hoda & Jenna together

It wouldn’t be the Macy’s Thanksgiving Day Parade without Hoda Kotb sending a secret hello to her best friend Jenna Bush Hager.

During the NBC broadcast of the 99th annual event on Thursday, Nov. 27, Kotb, 60, continued the tradition of sneaking in a signal to Bush Hager, 44, while the cameras rolled.

Unlike previous years where the shout-out was subtle, this year Kotb flat-out said Bush Hager’s name. Ahead of a commercial break, Kotb (alongside cohosts Savannah Guthrie and Al Roker) said to cameras, “Coming up, Hollywood icon Jenna Bush Hager,” and then pointed at the camera. She then continued, “No, it’s Darlene Love, she’s here with a festive hit.”

Savannah Guthrie and Jenna Bush Hager.

NBC

It was the third time Kotb, who used to host the fourth hour of Today with Bush Hager, made that move. Two years ago, she swiped her finger across her teeth, as if to wipe off lipstick. And last year, she broke into an impromptu dance move, pumping her fists towards her chest.

Hoda Kotb’s secret shout-outs to Jenna Bush Hager at the Macy’s Thanksgiving Day Parade in 2023 and 2024.

NBC

Leading into Parade, Kotb’s 2025 signal was still a bit up in the air.

Days earlier, on Tuesday, Nov. 24, Kotb and Bush Hager brainstormed what the move would be, after Kotb surprised her former co-host on Today with Jenna & Friends for her birthday.

“I want to know what our symbol is this year,” Bush Hager prompted.

“I have a couple of ideas,” Kotb said, suggesting they seek inspiration from guest co-host Andy Cohen. But when the Watch What Happens Live host pitched a simple fist bump, the the two quickly shot it down.

Andy Cohen, Jenna Bush Hager and Hoda Kotb work out Kotb’s signal to Bush Hager for the 2025 Macy’s Thanksgiving Day Parade.

NBC

From there, Kotb considering another move — a big arms-up stretch — but wasn’t ready to commit on air. “I don’t want to put my arms up because I think I’m pitting out.”

“I don’t know about the stretch,” Bush Hager teased.

Instead, Bush Hager decided they ditch the secret signal altogether. “Somebody just said that this year you should just go, ‘Hi Jenna,’ ” Bush Hager said, looking at the camera and waving. “Like, ‘Hi mom!’ In the middle just go, ‘Hi Jenna.’ ”

Kotb seemed to like it. “I think that might be it,” she said, laughing.

Andy Cohen, Jenna Bush Hager and Hoda Kotb work out Kotb’s signal to Bush Hager for the 2025 Macy’s Thanksgiving Day Parade.

NBC

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The friendship between Kotb and Bush Hager is something familiar to NBC viewers.

For nearly six years, the two co-hosted Today with Hoda and Jenna together, sharing personal stories, parenting confessions and plenty of laughter on weekday mornings.

Kotb stepped away from her daily role on Today back in January to spend more time with her daughters Hope, 6, and Haley, 8.

Hoda Kotb and Jenna Bush Hager on ‘Today with Hoda and Jenna’ on Tuesday, Jan. 7, 2025.

Nathan Congleton/NBC via Getty 

On their final episode, an emotional Bush Hager spoke about their special bond, thanking Kotb for believing in her and praised the mother of two for following her heart.

“Thank you Hoda for everything you have taught me, everything you’ve given me: all the hugs, all the heart all the laughs, all the love,” she said.

“You are teaching us the most important lesson of all — how to say goodbye with grace,” Bush Hager continued. “You have been able to sit in the glow of the goodbye! Viewers have traveled miles, from other states to declare their love on poster board, every single guest has gotten to share their Hoda story: how you have made them feel seen, and heard.”

“We need a Kleenex shooter!” Bush Hager, joked while dabbing at tears.

Kotb co-hosted the 2025 Macy’s Thanksgiving Day Parade broadcast alongside her former co-anchor Savannah Guthrie and weatherman Al Roker. 

The Making Space podcast host has been co-anchoring the annual parade since 2018, after she took over the Today anchor role from Matt Lauer. 

Viewers can catch the Macy’s Thanksgiving Day Parade on NBC and streaming on Peacock. For those who want to relive the magic, or catch what they missed while basting the turkey, an encore telecast will air at 2 p.m. ET/PT.