Nordstrom stores will double as Christmas tree lots through a new holiday collaboration with Balsam Hill, a maker of artificial trees and decor.
Beginning October 8, Nordstrom rolled out its new Christmas tree lots at 21 stores around the U.S., including at its New York City flagship. The lots will last through the holiday season, giving shoppers plenty of time to pick up their holiday trees or attend events at the tree lots. With Balsam Hills, Nordstrom will offer in-store and virtual holiday events, including experiences to help digital shoppers figure out what size and shape tree would fit best in their home. The Christmas tree-focused events could spur sales online and in-store, particularly as holiday shopping faces an early start amid the Coronavirus pandemic. The partnership is the first of its kind for both companies and marks the first time Nordstrom has offered a full Christmas tree assortment. By doing so, the retailer could become a one-stop shop for holiday consumers.
Target and Amazon recently kicked off their holiday season deals, so it makes sense that additional retailers like Nordstrom would deck the halls early as well. By turning its brick and mortar locations into winter wonderlands, Nordstrom could potentially woo customers back in store and set itself apart from digital leaders like Amazon. The in-store holiday experiences could also entice customers to spend more time there, allowing Nordstrom to make up for lost foot traffic during the Coronavirus pandemic, according to a Gartner report on the topic. However, 55% of consumers remain wary of in-store holiday shopping, so Nordstrom’s virtual Christmas tree events could provide an alternative engagement opportunity. By kicking off the holiday shopping season early, Nordstrom could connect with a wide array of consumers and build loyalty with holiday shoppers. As this year’s typical holiday shopping period is predicted to see 25% less revenue than in 2019, debuting the seasonal sales in October could help Nordstrom and Balsam Hill boost demand early.
By turning its showrooms into snow-rooms, Nordstrom could transform the customer shopping experience and in turn raise its profile as a holiday decor destination.