Nordstrom is focused on trying to make it easy for people to shop with a mix of in-store and online conveniences that it hopes will make it a “gift-giving destination” this holiday season.

Before the start of the season, an analyst with Morgan Stanley painted a grim picture for department stores like Seattle-based Nordstrom. Fewer people will head to crowded malls as they increasingly turn to online shopping, Kimberly Greenberger wrote in a research note titled “The AMZN Grinch may steal Christmas (again).”

Nordstrom is doing what it can to keep customers shopping with them, writes Coral Garnick for Puget Sound Business Journal. 

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All Nordstrom locations will offer extended curbside pick-up hours this holiday season, allowing customers to begin picking up their orders at 8 a.m., even though most stores don’t open that early.

Nordstrom also now has 24 stores that offer same-day delivery, including in Seattle and Bellevue.

The company is trying to entice customers into some stores with pop-up stores like the Molly Moon’s at the flagship store in Seattle through Jan. 2.

Other pop-ups that Nordstrom shoppers might spot at certain stores include Trophy Cupcakes, Glassybaby, Brown & Haley (the maker of Almond Roca) and Hello Cupcake.

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