Revenue

Net sales

Revenue is recognized when customers obtain control of goods and services promised by the Company. The amount of revenue recognized is based on the amount that reflects the consideration that is expected to be received in exchange for those respective goods and services. For 2018, 2017 and 2016, Macy's accounted for approximately 89% of the Company's net sales. Disaggregation of the Company's net sales by family of business for 2018, 2017 and 2016 were as follows:



	2018		2017		2016
Women’s Accessories, Intimate Apparel, Shoes, Cosmetics and Fragrances	$	9,500	$	9,483	$	9,795
Women’s Apparel	5,675		5,807		6,009
Men’s and Kids’	5,712		5,629		5,844
Home/Other (a)	4,084		4,020		4,260
Total	$	24,971	$	24,939	$	25,908

(a) Other primarily includes restaurant sales, certain loyalty program income and breakage income from unredeemed gift cards.

The Company's revenue generating activities include the following:

Retail Sales

Retail sales include merchandise sales, inclusive of delivery income, licensed department income, sales of private brand goods directly to third party retailers and sales of excess inventory to third parties. Sales of merchandise are recorded at the time of shipment to the customer and are reported net of estimated merchandise returns and certain customer incentives. Commissions earned on sales generated by licensed departments are included as a component of total net sales and are recognized as revenue at the time merchandise is sold to customers. Service revenues (e.g., alteration and cosmetic services) are recorded at the time the customer receives the benefit of the service. The Company has elected to present sales taxes on a net basis and, as such, sales taxes are included in accounts payable and accrued liabilities until remitted to the taxing authorities.

Merchandise Returns

The Company estimates merchandise returns using historical data and recognizes an allowance that reduces net sales and cost of sales. The liability for merchandise returns is included in accounts payable and accrued liabilities on the Company's Consolidated Balance Sheets and was $269 million as of February 2, 2019 and $291 million as of February 3, 2018. Included in prepaid expenses and other current assets is an asset totaling $188 million as of February 2, 2019 and $201 million as of February 3, 2018 for the recoverable cost of merchandise estimated to be returned by customers.

Gift Cards and Customer Loyalty Programs

The liability for unredeemed gift cards and customer loyalty programs is included in accounts payable and accrued liabilities on the Company's Consolidated Balance Sheets and was $856 million as of February 2, 2019 and $906 million as of February 3, 2018. During 2018, the Company recognized approximately $40 million in breakage income related to changes in breakage rate estimates. Changes in the liability for unredeemed gift cards and customer loyalty programs are as follows:



	2018			2017			2016
	(millions)
Balance, beginning of year	$	906		$	911		$	874
Liabilities issued but not redeemed (a)	570			551			635
Revenue recognized from beginning liability	(620		)	(556		)	(598		)
Balance, end of year	$	856		$	906		$	911

(a) Net of estimated breakage income.

Credit Card Revenues, net

In connection with the sale of most of the Company's credit card accounts and related receivable balances to Citibank, the Company and Citibank entered into a long-term marketing and servicing alliance pursuant to the terms of an amended and restated Credit Card Program Agreement ("Credit Card Program"). The Program Agreement expires March 31, 2025, subject to an additional renewal term of three years. The Program Agreement provides for, among other things, (i) the ownership by Citibank of the accounts purchased by Citibank, (ii) the ownership by Citibank of new accounts opened by the Company’s customers, (iii) the provision of credit by Citibank to the holders of the credit cards associated with the foregoing accounts, (iv) the servicing of the foregoing accounts, and (v) the allocation between Citibank and the Company of the economic benefits and burdens associated with the foregoing and other aspects of the alliance.

As part of the Program Agreement, the Company receives payments for providing a combination of interrelated services and intellectual property to Citibank in support of the underlying Credit Card Program. Revenue based on the spending activity of the underlying accounts is recognized as the respective card purchases occur and the Company’s profit share is recognized based on the performance of the underlying portfolio. Revenue associated with the establishment of new credit accounts and assisting in the receipt of payments for existing accounts is recognized as such activities occur. Credit card revenues include finance charges, late fees and other revenue generated by the Company’s Credit Card Program, net of fraud losses and expenses associated with establishing new accounts.

Pursuant to the Program Agreement, the Company continues to provide certain servicing functions related to the accounts and related receivables owned by Citibank and receives compensation from Citibank for these services. The amounts earned under the Program Agreement related to the servicing functions are deemed adequate compensation and, accordingly, no servicing asset or liability has been recorded on the Consolidated Balance Sheets. Amounts received under the Program Agreement were $966 million for 2018, $929 million for 2017 and $912 million for 2016, and are included within credit card revenues, net on the Consolidated Statements of Income.

The Company’s credit card revenues, net were $768 million for 2018, $702 million for 2017, and $656 million for 2016. This revenue was net of servicing and other credit related expenses, including new account originations and fraudulent transactions incurred on the Company’s private label credit cards.