Nordstrom cuts back on influencer-based marketing

Nordstrom’s recent Anniversary Sale sparked a 17% increase in visits over the 2024 event in no small part because of its shift away from an influencer-heavy marketing strategy to one that focuses on wealthier families and older shoppers. A Placer.ai analysis calls Nordstrom’s annual sale — it ran for 23 days this summer, the longest in history — “incredible insight into the psyche of the consumer and the impact of social media influencers on the retail industry.” Nordstrom cut back on marketing through social channels this year, leading to an increase “in the share of visits by older consumers at the expense of younger shoppers.”