Everything you've ever wanted to know about the Nordstrom Anniversary Sale, according to the people who run it

NBC News

19 hours ago

You probably think you know who started the original summer mega sale. But no, it's not Prime Day. Decades before Amazon even existed, Nordstrom hosted its first-ever Anniversary Sale in the early 1960s at its flagship store in Seattle, Washington. The retailer hoped to get more customers through the door during the sleepy summer retail season, so it dropped prices on shoes and apparel. The sale was a hit, and it instantly became an annual tradition.
About 65 years since its inception, the Nordstrom Anniversary Sale is still an esteemed savings event, especially regarding fashion. The company now hosts the event at its hundreds of stores across the country, as well as online, plus it runs a loyalty program that gives select customers exclusive early access. What makes the Anniversary Sale particularly special? Nordstrom doesn't push the clearance section — instead, it discounts brand-new merchandise to help shoppers stay on top of trends and collect next season's styles.
To learn about everything the Nordstrom Anniversary Sale has to offer and what to buy this year, I went straight to the source. I talked to the retailers' fashion directors and the president of its stores in exclusive interviews — here's everything you've ever wanted to know about the event.
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What is the Nordstrom Anniversary Sale?
The Nordstrom Anniversary Sale is the retailer's annual month-long savings event, typically happening every July online and in stores nationwide. It tends to overlap with other major summer sales, like Amazon Prime Day, Target Circle and Walmart Deals. Still a big difference that makes it stand out among competitors: Instead of slashing prices on clearance items to get rid of old or overstock products, the Nordstrom Anniversary Sale discounts new merchandise. This allows shoppers to save on next season's styles, often before they get rolled out at other stores, says Fanya Chandler, the president of Nordstrom Stores.
Every year, more brands participate in the Anniversary Sale — in 2025, for example, Nordstrom is adding over 65 new ones, including Rothy's, Alice & Olivia and Sperry. Leading up to the sale, the retailer's fashion directors forecast trends and discover emerging brands to onboard. 'What's top of mind when we develop the Anniversary selection is meeting our customers where they're at,' says Linda Cui Zhang, Nordstrom's associate fashion director. 'We want to bring new, novel ideas to the customer when they're open to trying out something for the first time, and make sure they can buy into a trend with our sale.'
Nordstrom also works with brands to develop products exclusive to the sale — that means shoppers can't buy them anywhere else, and once they're gone, they're gone. Often, those exclusives are based on iconic items from beloved brands, but in a new color, material or slightly different style to align with current trends, says Jian DeLeon, Nordstrom's men's fashion director.
Nordstrom also hosts interactive events at select stores during the Anniversary Sale. Shoppers can win prizes, try samples, attend beauty tutorials and get gifts with their purchases, and take advantage of services like monogramming, tailoring and engraving.
Who has access to the Nordstrom Anniversary Sale?
Everyone has access to the Nordstrom Anniversary Sale — eventually. At first, however, it runs on a tired early-access system for Nordstrom cardholders, who are also members of The Nordy Club, the retailer's loyalty program.
There are three levels to The Nordy Club, and which level you belong to depends on how much you spend on your Nordstrom Card per year. For example, Icons (spend at least $15,000 per year) get access first, then Ambassadors (spend at least $5,000 per year) and lastly, Influencers (spend at least $500 per year). It's free to join The Nordy Club as a standard member, which still gives you plenty of perks, but not early access to the Anniversary Sale.
This year, Icons get access to the Anniversary Sale on Jul. 8, Ambassadors get access on Jul. 9, Influencers get access on Jul. 10 and the general public get access on Jul. 25.
What to shop during the 2025 Nordstrom Anniversary Sale
Nordstrom discounts hundreds of items during the Anniversary Sale, and it constantly adds additional products throughout the event. Shoes, clothes and accessories lean into trends the retailer's team is seeing now or predicts for the fall, plus there's beauty deals from brands like La Mer, Jo Malone London and Armani Beauty, as well as baby gear, home and travel deals from Nuna, Boll & Branch, Le Creuset and Away.
The overall fashion assortment you'll see during the sale is intended to be transitional, says Zhang. You can incorporate pieces into your wardrobe now, transition them into fall later on and wear them on multiple occasions, like from desk to dinner date. 'So many of our customers use the Anniversary Sale as an opportunity to refresh their wardrobe and update their everyday look, but it's also a chance to find your new favorite thing,' says DeLeon. He finds that people are often willing to try items on and buy something out of their comfort zone because it's on sale, so it feels less risky. 'It's about discovering that you feel confident in something you never thought you could wear before,' he says.
To help guide your Anniversary Sale shopping, I talked to two of Nordstrom's fashion directors about the trends they're highlighting throughout the event and included examples of items that align with each one. While you're browsing, experts recommend paying attention to the imagery Nordstrom displays in ads, on social media, on its website and in stores — it can give you inspiration for how to wear and style the season's most sought-after pieces.
Year-round sweaters
You'll see lots of year-round sweaters available during the Anniversary Sale, essentially cozy short-sleeve tops. 'You can treat it as an elevated T-shirt and wear it right now, and then come fall, you can layer it under your favorite jackets and coats,' says Zhang. 'It's this idea that you can buy it now and wear it forever, which our customers are really gravitating toward.'
Fall boots that double as summer footwear
Boots are traditionally one of shoppers' favorite categories during the Anniversary Sale, and this year, tall, equestrian-style boots are especially popular, says Zhang. Most customers are looking for their staple fall boot, and some want to throw them on during the warmer months. 'In the summer, you can wear boots with a flippy skirt and tank top, and then come fall, you can cozy it up with sweaters and jeans,' says Zhang. 'You can start to integrate these types of pieces into your wardrobe when you buy them during Anniversary, and continue wearing them throughout the year.'
Straight-leg jeans
If you got rid of an old pair, it's officially time to buy a new one. 'Straight-leg jeans are coming back, like the Levi's 501 or the AG Protégé,' says DeLeon. 'They're something that wouldn't look out of place in the 1950s, but also wouldn't look out of place if Jeremy Allen White wore them with a white T-shirt in The Bear.'
Rich colors
Rich colors like rich reds, khaki greens, inky blues are officially in. 'I think it's a very elegant palette, and they're colors you can wear with everything else in your wardrobe,' says Zhang. 'Let's turn the rules on their heads and mix those mysterious neutrals and darks together.'
Treating patterns as neutrals
One thing experts hope shoppers take away from the Anniversary Sale this year? It's time to be more adventurous in fashion. 'With the Anniversary assortment, we're showing customers this playful, maximalist approach, like how you can mix checks and plaids, and bring in a leopard print shoe,' says Zhang. 'All those patterns can co-mingle together, and by mixing and matching them with your foundational wardrobe, you're kind of treating the pattern as a neutral.'
Polished utility
Zhang describes 'polished utility' as a look that pairs rugged pieces with softer, more polished elements. 'It's building that tension where you're wearing a Barbour jacket with pearls, or pairing a pair of boots with a ladylike dress,' she says. 'It's making the classics feel more interesting.' Accessories with hardware and studding are a standout component of this look.
Suede
'Suede is such a big idea in accessories, like belts, shoes and bags,' says Zhang. 'It's a fabrication we relegate to fall, but spring suedes are happening, and now we're excited about the idea of a summer suede happening in July so you can wear your accessories all year long. It goes back to that notion of bringing a bit of softness and texture to your more polished style.'
DeLeon says suede is especially big in men's fashion right now, notably among people who typically wear leather but are looking for an alternative. 'Starting with a suede belt is a nice way for guys to dip their toe in the water, and then maybe he'll get a matching pair of loafers,' he says.
Sporty fashion
'The influence of sport in fashion was a very distinct part of our curation this year,' says Zhang. She's seeing exercise apparel and footwear pop up in everyday wardrobes more often, showing that people don't think of sneakers, sports bras and track pants exclusively for physical activity anymore.
Soft, romantic, feminine dressing
'We've been in so many seasons of minimalist, quiet, quite boxy and away-from-the-body fashion,' says Zhang. 'We'll still see some of that this fall, but it's balanced with pastels, tactile shearlings and pointelle knits. It's almost like pajama dressing, and taking those more relaxed, feminine elements into everyday life.'
Big, tote-style bags
'Bags are trending toward bigger, relaxed, tote-styles,' says Zhang. You'll find a handful of discounted options during the sale, and many of them make ideal work totes.
Classic fitting suits
'For a long time, the slim-fit suit was a big trend, and it's not outdated, but if you want to look a little more modern, go for a classic-fit suit,' says DeLeon. 'It's a bit roomier in the waist and jacket, and has higher-rise pants. It still has that nice, classic shape with clean lines, but gives you more freedom to move and has more breathability.'
If you're shopping for a suit during the Anniversary sale, DeLorn strongly recommends trying a few options on at your local store, especially since Nordstrom can tailor pieces in-house to fit you perfectly. 'Trying on clothes in stores is underrated, especially in menswear when it's all about the minutiae,' he says. 'Tailoring is so important when it comes to suits — taking an inch out of the waist, is what's going to separate your trousers from fitting well to great.'
Boat shoes and loafers
If you have a closet full of sneakers, a boat shoe or a loafer might be a welcome addition. Both are currently having a moment because they're dressier than sneakers, but can be just as comfortable, so long as you buy the right pair for your feet, says DeLeon. Options with lug soles are popular in the fall.
A history of the Nordstrom Anniversary Sale: How it began and how it's evolved
The first Nordstrom Anniversary Sale took place in the early 1960s at its flagship store in Seattle, Washington. At the time, it was one of eight locations in Washington and Oregon, and Nordstrom was the largest independent shoe chain in the U.S, according to the retailer. The company was looking for a way to capture shoppers' attention during the summer, a typically slow season for retail, so it debuted its Anniversary Sale. Since the event got such a positive reaction from customers, Nordstrom made it a permanent part of the business and has hosted it annually ever since.
The event has changed tremendously in the 65+ years since the first Nordstrom Anniversary Sale. Its purpose is still in part to drive summer sales, but it's become known for debuting next season's fashion and launching exclusive products, too. Adding early access for members of The Nordy Club, which the company founded in 2007, also added exclusivity to the sale. But nothing was more transformative than launching the Anniversary Sale online in 2000 via the company's new e-commerce site. 'This was a game-changer, as it allowed customers across the country to shop the sale from the comfort of their homes,' says Chandler.
Online shopping continues to be what Chandler calls a 'critical channel' for Nordstrom year-round, and customers reliably use the retailer's app to build wish lists, track orders and browse products. Nordstrom also added digital services like virtual styling and buy online, pick-up in store to grow with the e-commerce boom post-pandemic. The retailer's team starts planning next year's Anniversary Sale almost immediately after the previous year's sale is over, and it's an all-hands-on-deck effort to continue evolving for shoppers.
What's the difference between the Nordstrom Half-Yearly Sale and the Nordstrom Anniversary Sale?
Nordstrom's Half-Yearly Sale centers around clearance merchandise, offering discounts on out-of-season items, says Chandler. The Anniversary Sale, however, is all about new products for the upcoming season.
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Why trust NBC Select?
I'm a reporter at NBC Select who's covered sales and deals for five years, including topics like Amazon Prime Day, Black Friday and Cyber Monday. To write this article, I exclusively interviewed three Nordstrom staff members about the history of the Anniversary sale, how the team plans it, what to shop in 2025 and who gets access.