IE 11 is not supported. For an optimal experience visit our site on another browser.

Hoda Kotb reveals the secret signals she's giving daughters — and Jenna Bush Hager — during parade

Hoda Kotb's daughters are always on her mind, and it's important that they know it!
/ Source: TODAY

For the 2023 Macy's Thanksgiving Day Parade, TODAY's Hoda Kotb is updating her secret signals to her children along the route.

Each year, Hoda gives a hidden message to her daughters: Haley, 6, and Hope, 4.

"Every year I do a signal for my kids so that they know that mom is looking at them," Hoda told Jenna Bush Hager during TODAY With Hoda & Jenna on Nov. 22.

In the past, Hoda has pulled her ear on camera while discussing the parade, but this year, Haley and Hope want a different signal: for their mom to blow them a kiss.

But Hoda shared she might have another signal to give out, and this one's for her TODAY co-host Jenna Bush Hager.

"What I usually do for Jenna, and she does for me too, is on the air and before we go on, usually there's lipstick right here," Hoda said, motioning to her teeth. "So what about this? Very casually, look."

Hoda then brings her finger to her mouth, and makes a sideways motion, as if to wipe lipstick off of her teeth.

Jenna dared Hoda to do just that during the parade, and Hoda delivered. While her co-anchor Savannah Guthrie was speaking during the parade, Hoda artfully brushed her teeth with her finger.

Jenna was quick to notice the moment, posting a photo of Hoda on her Instagram with the caption: "What a true one @hodakotb! Her secret sign!!!"

Hoda has been able to pass along hidden message to her daughters for years.

"Told Haley I would give her a secret signal from parade to say I love you!" tug on my ear a la @carolburnett)," she wrote on Instagram in 2020.

In the video she shared, Hoda gave the signal while introducing Ally Brooke, who performed on the Blues Clues float. Haley, watching with Hoda's former partner Joel Schiffman, broke down in giggles.

"See? That was for you," said Schiffman.

One family member was missing from the sweet 2020 video: On Instagram, Hoda said that her younger daughter, Hope, had slept through the parade.

"Naptime!" she explained.

Savannah is alongside Hoda as they host the parade right from Herald Square. The two shared on TODAY's Instagram that they're "thankful to get to start our mornings with YOU!"

Savannah has two extra pals with her this morning: her children, Vale and Charley, accompanied their mom to watch the parade for the first time.