What: Nordstrom’s holiday campaign combines digital innovation, value-driven gifting, and experiential retail to attract and engage customers.

Why it is important: The campaign highlights the competitive advantage gained by integrating AI, value, and memorable in-store moments, as seen in recent market developments.

Nordstrom is redefining its holiday retail approach by merging digital innovation, curated value, and immersive in-store experiences. The retailer’s 2025 campaign features an expansive holiday catalogue, interactive online gift finders, and AI-powered recommendations, ensuring customers can easily discover over 110,000 gifting options both online and in-store. Each Nordstrom location is transformed with festive gift shops offering 1,000 curated gifts, with a strong emphasis on affordability and exclusivity. The campaign also introduces Santa in every store, free photos for cardholders, and a robust calendar of over 1,500 festive events, all designed to create memorable shopping moments. Flagship stores in New York and Seattle offer unique experiential activations, including custom gift boxing and personalisation stations. The marketing campaign, led by Golden Globe winner Kyle MacLachlan and developed with Invisible Dynamics, infuses playful energy and warmth, positioning Nordstrom as a joyful, seamless gifting destination. This comprehensive strategy underscores the retailer’s commitment to customer engagement and differentiation in a competitive holiday landscape. 

IADS Notes: Nordstrom’s 2025 holiday strategy reflects a wider industry movement toward experiential retail and digital integration, as seen in its November 2024 app enhancements (“Nordstrom makes holiday shopping magical with new app features,” Press Release, November 2024) and January 2025 sales growth (“Nordstrom holiday sales gain 5.8%, lifts sales guidance,” WWD, January 2025). The adoption of AI-powered personalisation and curated, value-driven assortments has proven effective, with U.S. holiday sales reaching $1 trillion in December 2024 (“How Generative AI Shopping Trends Boost Holiday Sales,” The Robin Report, December 2024). Macy’s and Neiman Marcus have also embraced immersive experiences and exclusive campaigns, highlighting the importance of innovation and differentiation in holiday retail (“Macy’s kicks off ‘100 Days to Christmas’ with new merchandise, curated gift ideas,” Retail Dive, September 2025; “Neiman Marcus unveils The Perfect Gift holiday campaign,” Press Release, October 2025).

Nordstrom unveils the holiday campaign