Nordstrom, which is celebrating its 125th year in business, is planning bold moves with this year’s iconic Nordstrom Anniversary Sale. in an interview with Jamie Nordstrom, chief merchandising officer, he talks about what it means to steward a tradition that goes back to the 1960’s. As the fourth-generation member of the founding family, said, “There’s something really special about being part of a tradition that spans generations. Customers tell us they shopped the Anniversary Sale with their parents, and now they’re bringing their own kids. That kind of connection doesn’t happen by accident.”
Typically, most retailers put items on sale at the end of the season and for spring merchandise that would be in July. However, Nordstrom reversed this idea more than 60 years ago by providing new fall goods at a discounted price before the season starts. Nordstrom figured out that by giving customers first access to next season’s fashion, at a discounted price it positioned the Anniversary Sale as a way to build loyalty with its customers and attract new ones.
Curate Products And They Will Come
“That original idea, to bring customers the best new fall merchandise before the season starts at a price that rewards them for shopping early, is still exactly what we do. That hasn’t changed. And I want to be clear: this isn’t a clearance sale. That’s an important distinction. This is genuinely unique in the industry. The model works because everyone wins,” explains Nordstrom.
The buyers are working year-round to curate products and negotiate with vendors to bring forth great products for the sale. “Our customers want something new and we want to inspire that sense of discovery. Curation starts with the customer. What are they asking for, what’s resonating, what brands do they love that they haven’t been able to find at Nordstrom before. That’s really at the heart of what the Anniversary Sale is,” said Nordstrom.
More Than 100 Brands Participating In The Nordstrom Anniversary Sale
Nordstrom is presenting the strongest lineup this year and have more than 100 brands that are participating with 50 new brands joining for the first time. Brands this year include Reformation, Mejuri, Puma, H&M, JVN Beauty, and Therabody. “It’s a meaningful expansion for an event that already functions as a discovery engine for shoppers looking for what’s new heading into fall,” said Nordstrom.
The Anniversary Sale continues to be an event that demonstrates a model that works for everyone. “It’s good for the customer, good for us, and good for the brands,” said Nordstrom.
A Win for Brands and Shoppers Alike
The buyers are placing orders in advance of the fall season which gives the brands their orders earlier. The brands can begin production in advance of the season and are benefitted from early reads from customer shopping behaviors and preferences.
“We’ve found that brands actually sell more in the fall when they’re part of the Anniversary Sale,” expressed Nordstrom. Customers are benefited by enjoying fall fashions at discount and access to new and refreshed assortments each year. In addition to the new brands participating, the company is amplifying the in-store experiences in celebration of its 125 years coupled with the Anniversary Sale.
Gamifying the In-Store Experience
It’s a smart hedge against the reality that a sale, on its own, is not an experience. A block party is. And in-store, the company has planned Glam Up Days, a beauty department takeover called the Beauty Bash, accessories trunk shows, hidden ‘Golden Hanger’ giveaways on select Saturdays, and scratch-ticket sweepstakes for early shoppers all layer gamification on top of the core discount event.
How Shoppers Engage With the Sale Has Evolved
“The Anniversary Sale has always been a cultural moment, and how customers engage with it has really evolved over the years. Twenty or thirty years ago, customers would line up outside our doors on the first day of the Sale,” explains Nordstrom. “That energy was incredible. Now with online shopping, the behavior has shifted. Customers are building their wish lists in advance, grabbing their must-have items online first and then coming into the store to discover more. They’re making multiple trips across both channels, and we need to show up well regardless of how they choose to shop.”
A Model Built to Last
“We are the original summer sale. We’ve spent decades earning the trust that comes with that, and the model will sustain itself because it’s built on the foundation of great product, real value, and a genuine partnership with our brands and our customers, said Nordstrom.
As the retailer marks 125 years in business, the Anniversary Sale remains the clearest expression of the strategy that built the company: give customers something worth waiting for, give brands a reason to lean in early, and give shoppers an experience, not just a discount. With more than 100 brands, expanded block parties, and new in-store activations layered onto a decades-old formula, Nordstrom is betting that the same model that built loyalty across generations of shoppers will carry it into its next chapter.
