Amazon made headlines for its second-annual Prime Day, but the e-tailer has nothing on Nordstrom. Originating in the 1960s, the Nordstrom Anniversary Sale has been in place since before Jeff Bezos could walk. What’s set the sale apart throughout the decades? Instead of bargain bins of picked-over product, the Nordstrom Anniversary Sale presents new styles from highly sought-after brands at reduced prices.
It all boils down to an experience of discovery for consumers who shop the sale. And by selecting exclusive product, Nordstrom avoids a price war with other retailers and puts the emphasis on selection instead. “We’ve been fortunate to have a terrific team of buyers who start working with our merchandise partners months before the Anniversary Sale begins,” notes Scott Meden, chief marketing officer, in a Nordstrom release. “Our partners know how important this annual event is to our customers, so we’re excited to be able to bring in a fantastic assortment of new styles at reduced prices that aren’t available anywhere else.”
Although the sale has been around for decades, Nordstrom keeps the event current with high-tech initiatives like curbside pickup for online orders, scan and shop on the Nordstrom app and Snapchat lenses and geofilters featuring real accessories that are part of the event. The retailer also partnered with six artists, designers and stylemakers including Ashley Graham and Kindah Khalidy as brand ambassadors for the sale.