Once the preserve of big box retailers, the last week of November now offers something for everyone: Black Friday, Cyber Monday, Mobile Wednesday, even a Weed Wednesday for those who find all that family time a little too much. But for jewelers, it’s Small Business Saturday that deserves the thickest red circle in your calendar. This year, get serious. Hold a class, trunk show or wine tasting that underscores the personal touch you bring to retail in your community.

  • Nov. 1 Prep your red ribbon bracelets and blue circle earrings. November is National AIDS Awareness MontH and National Diabetes Month. Ask around to see if there is a role you can play in a related community event.
  • Nov. 11 Singles Day has become the world’s largest retail sales day. Celebrate the unattached lifestyle (“Yes, go ahead and buy those earrings for yourself!”).
  • Nov. 30 On Computer Security Day, review your passwords. And if you’re using the same password as you use for social sites — change it!

This article originally appeared in the November 2017 edition of INSTORE.