The Nordstrom Anniversary Sale has become the biggest shopping event of the year on Instagram. Thousands of influencers, big and small, are joining what I have come to call the ‘Super Bowl of swipe-ups’, sharing their picks with their audience in the hope that their followers will shop their links, which in command.
Although sales were delayed this year due to the coronavirus pandemic, and despite the shaky economy, many influencers are not slowing down in promotion. The sale opened for the top tier of Nordstrom shoppers (those who spend $ 15,000 in a calendar year) last week, and many soon posted tons of photos and videos on Instagram promoting the sale. On Thursday, sales open to the lowest tier of those in the company’s rewards program, the Nordy Club, which means many more people will finally be able to shop.
Prior to the opening of the sale to the general public on August 18, I asked questions from people envious of how exactly the Anniversary sale works for influencers, how and why it became such a big deal on Instagram, and how many influencers there are really make our swipe-ups.
Nordstrom en beleanningStyle, the influencer platform for influencers running the popular fashion app LiketoKnow. It was game to play the tea, although both refused to answer specific questions about exact commission rates or how much money influencers actually make from the sale.
However, their answers shed some light on how exactly this Instagram behemoth works and why you can not escape it on your Explore page right now. Here are their answers to all your burning questions, from a Nordstrom spokesperson (NS) and a rewardStyle spokesperson (RS).
Influencers and sales
Does Nordstrom recruit influencers for sale? Are they paid to advertise it?
NS: Nordstrom typically works with bloggers and influencers through our affiliate program. If you want to learn more about the program if you are interested in being a part of it, please visit our site.
As with any affiliate program, influencers receive a monthly commission check for eligible sales pricing generated by referrals from visitors to our site. Like any customer, digital influencers can shop during Early Access based on their Nordy Club status and be a qualified cardholder, and will not receive any preferred service access or Nordstrom products.
Do Influencers Get Free Items From The Sale?
NS: Sometimes our market partners give Gift Product Anniversary Sale directly to bloggers and digital influencers, but these products are not drawn from Nordstrom inventory.
RS: For some collaborations between brand and retailer, it is not uncommon for influencers to be gift items. However, that is not the case for the majority of Style’s influencers; many buy products and participate organically in sales. Nordstrom does gift influencers, however, it is facilitated through its suppliers and / or third-party brands that determine which products to ship, and requests for promotion, as one.
Do you encourage influencers to promote certain items, or do they all hold the same thing?
NS: Influencers are encouraged to speak with the aspects of our brand and / or products that they like best to speak honestly and curate the most authentic content for their audience. We encourage freedom in terms of product styling, captured images, etc., and ultimately leave the decisions to the influencers to generate content that feels representative of their blog and brand.
RS: We leave it to the influencers to promote what they want. Some may choose to base it on what typically sells best for them in general, while others may base it on what has historically been popular at previous sales events. Nordstrom also gives its influencers the freedom to choose the products they would like to see. They put their trust in influencers and see success in giving them the choice to promote what they personally like.
It seems that some influencers get a lot back from the things they buy from the sale? Is this correct? Is Nordstrom trying to stop this?
NS: We treat returns per case with the ultimate goal of making our customers happy. We stand behind our goods and services, and want customers, including influencers who shop with us, to be satisfied with them. We will always do our best to take care of customers – our philosophy is to treat them honestly and reasonably. We have long believed that if we treat our customers honestly, they in turn are honest with us, and this includes influencers who shop with us.
Last year, it seemed like a lot of goods that we saw sold out online before the general public had access to the sale. Has Nordstrom taken measures to prevent this?
NS: We do our best to bring a large selection of brands in a range of sizes and colors. Our buyers work to anticipate what customers will like, but sometimes certain products are more popular and difficult to predict. We are always looking at how we can make improvements to bring customers exciting new arrivals from top brands they will love and encourage customers to shop early to make sure they get the products they want. Unfortunately we can not guarantee an inventory, but you will see recommendations of similar item from us in your Wish List as on the sold out article page. In addition, we have in our app (both on iOS and Android) a ‘notify me’ feature that alerts you when a sold-out item becomes available again.
What effect does the advertising of influencers have on sales? Do you know what percentage of sales are linked to influencers?
NS: Collaborating with influencers is one way we raise awareness about anniversary sales to our customers. As a public company, we do not break any commission for influencers as through sales as a percentage of sales.
When did you notice that sales became such a big deal online? Why has it become such a big event for influencers?
NS: Since the 1960s, Anniversary Sales have always been our most popular sales event of the year. This is a once a year opportunity for all customers, including influencers, to find the latest styles, as well as some of our customers’ favorites for sale!
RS: This has been a very annual moment for RewardStyle influencers for many years. For some, this event is even bigger than holidays, in terms of revenue, and a large portion of their annual sales.
General questions about sales
Are items made specifically for sale? Are they the same quality as all other Nordstrom items?
NS: Anniversary sale includes new products exclusively for anniversary, along with some of our most popular items at a great value. We stand behind our goods and services and we want our customers to be satisfied with them.
How do the layers of access work? How do people get to those tigers?
NS: Nordy Club card members can shop for birthday sales for everyone else at Early Access. The higher your status, the sooner you shop. Like any loyalty program, being a card server gives exclusive access to promotions and events that other customers may not have access to. Learn more about Nordy Club here.
What percentage of the sales outlets are Nordstrom’s own brands?
NS: As a public company, we do not break sales in this way, but we can share that there are hundreds of Nordstrom Made brands for the whole family, including Treasure & Bond, 1901, Tucker + Tate, BP., Halogen, Zella, and Nordstrom Home, to name a few.
Which black-owned companies are part of the sale?
NS: A few black-owned companies that are part of Anniversary Sales include Good American, Good Man Brand, and Briogeo.
Security measures and 2020 trends
Are you trying out try-ons for COVID-19 workouts this year?
NS: Our priority is always the health of our employees, customers, and communities. We have adapted the experience of the appropriate room and continuously develop our approach based on the latest research and guidance from the CDC and PHAC, to ensure that we take the right steps to keep our employees and customers healthy . Based on the latest research and guidance from the CDC and PHAC, the chances of COVID-19 being transmitted through merchandise are low.
RS: Nordstrom and rewardStyle are becoming very aware of communicating safety guidelines and providing resources to their impact partners for consideration in promoting the Jubilee Sale this year. This includes Nordstrom in-store COVID-19 safety measures and a list of ‘do’s and don’ts’ to buy and promote sales as influencers. In-store communications that have been communicated and maintained include:
-Act in-store policies specific to COVID-19 regulations (this must include social distance; must wear mask and / or face mask)
-Be aware of potential limited interaction with Nordstrom sales partners, in part by having fewer staff on the floor.
-To keep an eye on the time spent trying to dress, style and / or take photos.
-Or respectively for Nordstrom sales partners and their time.
-To consider the number of items for try-on. Product brought into the dressing room is not put back, but rather it is removed from the floor and disinfected for 24 hours.
Has rewardStyle trends in loungewear, etc. Remark, because of the pandemic this year?
RS: Yes, especially loungewear has been one of the top consumer items for the last four months. Other trends we are noticing are an increase in search for active clothing, decor for outdoor / patio, and decor from home to office.
