The Nordstrom Anniversary Sale

The Nordstrom Anniversary Sale
Igor Dovgan

Igor Dovgan

June 28 2023


Nordstrom's Anniversary Sale is their biggest fashion event of the year, offering up to 33k monthly searches. To create anticipation and forecast demand, Nordstrom uses the "coming soon" tactic to invite customers to build their wishlists, driving sales.

What is the Nordstrom Anniversary Sale ?

Nordstrom is is an American luxury department store chain that has a yearly sale many look forward to. The Nordstrom Anniversary Sale, their biggest fashion event of the year, gets up to 33k monthly searches according to Ahrefs and begins on 11 July (for select shoppers) and runs through 6 Aug.

Unlike other brands, Nordstrom practices the "coming soon" tactic in a slightly different manner. Instead of doing a coming soon launch on individual products, they pre-empt their customers of their anniversary sale that is coming soon.

By teasing their audience with sneak peeks that is only accessible by RSVP i.e. joining the exclusive membership and inviting interested customers to build their wishlists, Nordstrom is not just creating buzz and anticipation for the upcoming sale, but also forecasting demand for products via wish lists, growing their email list and also increasing signups to their loyalty program.

This approach is highly effective in enhancing customer engagement, driving sales, and improving conversion rates.

Implement this Nordstrom special "Coming Soon” tactic to build anticipation before a sale! Here's how:

  1. Go to your Shopify Admin to create a new automatic 'Sale’ collection that automatically adds products with tag ‘sale'.
  2. Create products that will be included in the sale and leave them on draft.
  3. Install Konigle on your Shopify store.
  4. Go to the Bulk Product Editor tool to add product tags in bulk. i.e. ‘sale’
  5. Now, using the Bulk Price Editor tool, filter for products with 'sale’ tag, configure the discount and validity period to schedule a launch.
  6. Lastly, create and launch marketing campaigns to inform your customers of the upcoming sale with the same tool without having to use marketing apps such as Klaviyo.
Igor Dovgan


Igor Dovgan

Igor Dovgan a digital marketeer, helps research and writes about tactics  that helps online stores implement tactics to reduce Customer Acquisition Costs.