Holiday Sales Tips for Jewelers

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Get ready for maximum holiday sales with tips from a retail expert and jeweler. Ron Yates recommends making it easy for your customers to shop by creating collections, hosting special events, and staying on top of trends. Create an experience that makes your customer know they made the right decision to shop with you. At this point, there is still time to put these plans into practice.

Above: Permanent jewelry is a hot trend for the holiday season and beyond.

You can use these holiday sales tips no matter the size of your jewelry business.

Create Collections

Build a gift section area on your website that features your best-selling gift items. Even local customers will appreciate seeing a selection online—it helps them shop your store after hours. Use it as an opportunity to email your clients to share this information. 

Make a section in your retail showcases for gifts priced at a certain value and under. This helps customers know where to start looking and they appreciate knowing the prices up front. For example, we have a showcase where everything is $995 or less, another with jewelry for $499 or less, etc. These special displays make it easier for shoppers and save time for our busy sales staff.

Host Special Events

Are you planning any in-store events? Get the dates, prepare the artwork for mailers, emails, store decorations, and refreshments. You must allow a couple weeks for printing, then maybe another two weeks for mailing, especially if you do bulk rate postage. Clean up your email list, merge addresses, and purge. Plus, make sure your packaging is well stocked. You don’t want to run out of boxes and bags mid-event!

This year we are having a Black Friday (and Saturday) Event. We will offer special Door Buster Deals for the early bird shoppers on Friday, a gift with purchase, special limited supply jewelry bargains, and a store-wide sale.

Soon, we will also host an informal Wish List Event. Customers will be invited to stop by the store and fill out a wish list to make it easy for their partner to shop. During the list-making, each participant gets a nice box of chocolates, and afterwards we reach out to their partner with the wish list.

Related: Make Your Jewelry Business Instagram-Ready

Stay on Top of Trends

We just received our welder, tools, and lots of different chains in bulk to promote the permanent jewelry trend. Marissa Stewart leads our permanent jewelry department. She says, “One of the many beauties of this trend is that you will always be wearing your jewelry. Basically, you will always feel more put together, even if you are in pajamas!”

In November, we are hosting Get Zapped. At this special event, customers will purchase permanent jewelry, receive a free charm, and be adorned on the spot. It will be a festive event with sparkling drinks and a good time to show customers our store. We take the opportunity to add new visitors to our mailing list.

Make it Personal

We want our customers to enjoy a no-pressure atmosphere with no pushy salespeople. Our team wants them to feel like they are being helped by a friend who has their best interest at heart. Each of us enjoys helping customers purchase high-quality jewelry that they will be delighted to give, and the recipient will love to receive, at a very honest price. We want to make sure our customers walk away knowing they made the right decision to shop with us.

Related: 4 Holiday Marketing Tips for Jewelry Businesses

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Do you have tried-and-true holiday sales tips for jewelers? Let us know in the comments!

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Ron Yates is President of Yates & Co. Jewelers. Ron is an estate jewelry buying expert who loves designing custom jewelry. His favorite part of the jewelry business is visiting with clients and swapping stories.

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