Dive Brief:
- Nordstrom is bringing back its holiday catalog, which includes 100 pages containing over 800 gift ideas for the family, according to a press release.
- The move is part of the department store’s broader holiday campaign, which also features in-store gift shops at all of its stores, each housing over 1,000 gifting options. Online shoppers can also personalize their shopping experience with the retailer’s new AI chat option called AI Gift Expert in Training.
- For the first time, Nordstrom will have a Santa Claus at every location this year, with free photos for Nordstrom cardholders.
Dive Insight:
Nordstrom is giving consumers numerous ways to shop for gifts this season. The department store is spanning sales channels with the use of a print catalog, an interactive online gift finder and over 1,500 special events in stores. Those include holiday breakfasts, beauty days and exclusive shopping parties for Nordy Club members.
Nordstrom has also introduced a special experience at its New York City flagship, dubbed The Gift Shop at The Corner, a 5,000-square-foot, two-level carve out featuring a rotating assortment.
“We envisioned The Gift Shop at The Corner as a year-round destination for discovery and a place where gifting becomes immersive, expressive, and personal,” Olivia Kim, senior vice president of creative at Nordstrom, said in a statement.
The department store is leaning into breadth and value for its gifting assortment this year. Ninety percent of the gift items are priced under $100, with 60% costing less than $50. The department store wanted to take a “curated approach” to its gift offerings and tap into its digital channels to expand its selection, according to a company spokesperson.
A host of other retailers have launched early holiday promotions, hoping to win over consumers during uncertain economic times. J.C. Penney brought back its “Really Big Deals” program earlier this fall, which features new deals every Thursday. And both Macy's and Kohl’s launched campaigns to entice consumers to check items off their holiday lists early.
