• by Sarah Mahoney , October 31, 2023

In a season likely to be driven by bargain hunting, Nordstrom hopes to tempt shoppers with convenience, using Nordstrom and Nordstrom Rack stores as hubs for digital services and speedy delivery. The department store is also making a statement with plenty of $25-and-under gifts, as well as partnerships with Disney 100 and Swarovski Crystals.

Among the innovations are an online wish list function to share with family members, same-day and next-day order pick-up, and more personalization.

It’s likely to be rough sledding for the Seattle-based retailer. While 49% of people in the latest National Retail Federation survey say they’ll do at least some of their shopping at department stores, making it the second most popular channel, that’s well behind those who describe themselves as online shoppers, at 58%. Discount stores come next at 48%, and with many consumers concerned about family finances, higher-end stores like Nordstrom are already feeling the pinch.

In its most recent quarterly results, Nordstrom’s sales sank 8.2% compared to the prior-year period, and fell 11.6% compared to the first quarter.

One change this year is a reimagined beauty shop in-store and online at Nordstrom Rack, featuring many of the beauty brands available at Nordstrom, including Anastasia Beverly Hills, Bobbi Brown, DryBar, MAC and Urban Decay.

As part of Disney’s massive 100th-anniversary party, Nordstrom has brand collaborations with such emerging designers as Sandy Liang, Wahine, Stockholm Surfboard Club, and Sky High Farm. There are collectibles and gifts with favorite Disney characters in apparel, home, pets, beauty and stocking stuffers.

Design collaborations are behind the Swarovski@Nordstrom, too, adding sparkle to such brands as UGG, Larroudé, MRKT, Saint Sintra and Marshall Columbia.

And, of course, Nordstrom is throwing plenty of parties. That includes a Nov. 18 event at the New York flagship and daily Santa Snow Shows scheduled to begin later in the month. The company is renewing its partnership with Wollman Rink in Central Park, with holiday activations and free skate days for some youth groups. And anyone who pays to skate gets a $20 Nordstrom Gift Card.

The retailer is also offering a $6,000 travel package to New York that includes four nights at the JW Marriot Essex House, two tickets to "Some Like It Hot" on Broadway, an exclusive dining experience and Beauty Haven appointments.