The Nordstrom Anniversary Sale used to be the biggest event of the year for influencers on Instagram, the “Super Bowl of swipe-ups.” But this year, it seems that many of them are over it.
The retailer’s annual sale has been going on for decades, but it took on a new zeal as shopping influencers made it a huge part of their brands. The influencers, inspired by the hefty commissions they could make from affiliate links during the sale, bombarded their followers with every gift guide under the sun.
Soon, having early access to the “#NSale” became a status symbol for influencers. The sale works in tiers; titles are bestowed upon the shopper based on how much money they spend at Nordstrom in the calendar year. The top status, “Icon,” goes to shoppers who spend a whopping $15,000. This year, Icons get to shop a full two weeks before the rest of the public, which is important because the items on sale are finite and often sell out.
Therefore, an influencer who is able to “shop the sale” earlier than their competition (because they bought enough during the year and became an Icon) has a clear leg up on others, who have to wait for full access to make their gift guides. It is a huge source of revenue for them; in 2018, Adweek reported that some influencers made the bulk of their income in the three weeks surrounding it.
Usually, Instagram at this point…