Nordstrom kicks off its legendary annual sale with a bevy of new vendors

There are sales, and then there are sales. Each year come mid-July, Nordstrom hosts its fabled anniversary storewide sale, which turns the concept of the clearance of old merchandise and discounts into brand-new seasonal offerings.

As the sale hits its commencement at least 60 years ago this year, the Seattle-based merchant has added 60 new vendors and boosted its complimentary in-store events.

FashionNetwork.com spoke with the retailer about this unique department store sale.
According to a Nordstrom spokesperson, the idea for the Nordstrom anniversary sale was inherited when the then-shoes-only store acquired Best Apparel in 1963.

“When Nordstrom acquired Best Apparel, they had an anniversary event in place, which originated in the mid-’40s. Nordstrom decided to make the sale even better. The new sale concept would help boost sales during the dog days of summer. Instead of offering customers a rehash of summer clearance items under a different sale banner, the sale would feature brand-new merchandise at incredible pre-season savings,” the spokesperson told FashionNetwork.com.

The sale garners fan-like behaviors for its most devoted attendees.

“For many of our customers, the anticipation of the anniversary sale is akin to Christmas morning. People take the day off from work, arrange their vacations around the sale, even fly in from out of town,” the spokesman continued.

Brand participants—which span the categories the store offers such as men’s, women’s, and children’s apparel and accessories; beauty, and home—vary each year, and this year boasts 60 new brand offerings such as Birkenstock, Allbirds, Lunya, Cotopaxi, Larroudé, Le Creuset, Dyson, and Parachute which includes buy-now, wear-now styles, the latest  fall trends, and beauty exclusives.

Though the spokesperson declined to mention any specific brands that are excluded, designer-level products, especially from European luxury houses, are generally excluded from multi-brand sales in department stores.

However, the Nordstrom anniversary sale will include merchandise from Max Mara St. John Collection and Lafayette 148 New York this year. Top picks have been curated by the retailers’ voices of its fashion direction, such as women’s fashion director Rickie de Sole, beauty director Autumn West, men’s fashion director Jian DeLeon, and Nordstrom stylist Kathy Brown.

The discount offered fluctuates due to the unique angle of marking down new merchandise.

“Savings vary per item across categories based on what our buyers were able to secure with their vendors. There isn’t a general or minimum discount percentage,” the spokesperson added.

While the official start is July 17, priority early access is given to the brand’s Nordy Club, which is a rewards program that garners customers points, access, and experiences as they accumulate status based on eligible purchases made at Nordstrom, Nordstrom Rack, and Nordstrom Local. Getting access before the official sale starts, which was tiered started on July 11, according to status level, motivates more customers to join the club, according to the spokesperson. 

Sneak peeks were also available as early as July 3 for customers at Nordstrom.com to save to wish lists. In-store events included early-hour shopping for Nordy club members according to level. Additional events include live virtual shopping events, Glam-Up Beauty Days, and vendor events such as in-store brand appearances by Bone Levy Jewelry.

Nordstrom services will facilitate the sale, such as freestyling help, free alterations and personalization, and flexible pick for online orders. Whatever entices the customer to shop, consider that, like all good things, the sale ends on August 7, and merchandise returns to its original retail price.