Still, the changes point to a major shift in how Nordstrom is marketing its biggest sale of the year. Influencers aren't happy. For some, the Anniversary Sale was their top money maker, with a few generating six or even seven figures for the stretch of July and August where Nordstrom marks down new merchandise from popular brands such as Nike and Rag & Bone. Some felt a sense of ownership over the event, believing their collective annual flood of posts helped turn Nordstrom's online sale into a phenomenon.