Nordstrom Anniversary Sale 2025: How Beauty Shoppers Spent and Shifted
This report looks at key trends in beauty shopper behavior before and during the 2025 Nordstrom Anniversary Sale. Our data explores how shoppers allocated spend across retailers, categories, and brands—showing strong existing engagement with Nordstrom, meaningful cross-shopping with Sephora and Ulta, and a shift during the sale toward replenishment-focused categories like skincare and haircare.
Download our latest report on beauty shopper behavior during the Nordstrom Anniversary Sale to uncover key shifts in category focus, brand preferences, and retailer engagement during this promotional period.
Beauty spend during the 2025 Nordstrom Anniversary Sale reflects how shoppers approached this high-visibility retail moment—prioritizing replenishment categories, responding to event-driven promotions, and continuing to engage with both Nordstrom and competitive retailers. The report also explores how spend patterns changed before and during the sale.
What’s in the Report
- Pre-event retailer engagement and share of wallet across beauty channels
- Brand trends shaping Sephora and Ulta cross-shop behavior
- Category-level shifts observed during the sale period
- Skincare brand performance changes and consumer response to promotion
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