Hoda Kotb dispensed with the cryptic hand gestures and got right to the point for her annual signal to Jenna Bush Hager during the Macy’s Thanksgiving Day Parade.
The former TODAY co-anchor continued her tradition of sending a sign to Jenna during the broadcast on Nov. 27 as Jenna watched at home on Thanksgiving.
“Coming up, Hollywood icon Jenna Bush Hager,” Hoda said while pointing to the camera before a commercial break. “No, it’s Darlene Love! She’s here with a festive hit.”
This year marked the first time that Hoda mentioned Jenna directly rather than tugging on her ear, wiping her teeth or performing some other type of signal.
The duo tried to come up with this year’s signal when Hoda surprised Jenna on TODAY on Nov. 25 for Jenna’s birthday, but they couldn’t quite nail it.
Jenna & Friends guest co-host Andy Cohen voted for a “Jersey Shore”-style fist pump, while Jenna offered a simple one that clearly planted a seed for Hoda.
“Somebody said this year you should just go, ‘Hi Jenna!’” Jenna said while Hoda laughed.
Hoda suggested stretching her arms as if she were waking up from a nap.
“I don’t know,” Jenna said before laughing.
During the 2024 parade, Hoda broke out a double fist pump to signal Jenna at home.
Hoda signaling Jenna at the 2024 Macy’s Thanksgiving Day Parade. TODAY
The move was inspired by the music video for the song “RockaFellaCenta” by Matt Rogers and Bowen Yang, in which Hoda and Jenna make a guest appearance. The “Las Culturistas” podcast hosts were both in attendance at the 2025 parade on Thursday.
Hoda gave the secret signal a second time in 2024 and got Savannah Guthrie to join in while singer Kylie Minogue performed “Can’t Get You Out of My Head” during the parade.
Hoda has also made special signals during the broadcast for her daughters, Haley, 8, and Hope, 6, in past years.
“Told Haley I would give her a secret signal from parade to say I love you!” tug on my ear a la @carolburnett),” Hoda wrote on Instagram in 2020.
Before the 2023 Macy’s Thanksgiving Day parade, Hoda revealed her daughters had asked her to blow a kiss to them. She and Jenna also came up with the secret signal in which Hoda quickly rubbed her teeth with her finger, as if to wipe off lipstick, while on camera.