THE WEEK between Christmas and New Year’s is often one of the biggest missed opportunities in jewelry. Customers are still riding the emotional high of the holidays, browsing on their phones, returning gifts, spending gift cards, and thinking about the year ahead. Jewelers who act now (before the ball drops) can turn this quiet stretch into a springboard for a very strong first quarter.
Here are 10 easy ways you can start the New Year off right:
1. Retarget your holiday browsers. Your website traffic in November and December is an absolute gold mine. Set up new retargeting ads aimed at people who visited specific jewelry collections but didn’t buy. These ads convert because the shopper already showed intent, they just need a gentle reminder. Because the holidays are “over”, everyone else has stopped retargeting, but not you.
2. Turn your gift buyers into self-purchase buyers.
Everyone who bought a gift from you in December is a self-purchase waiting to happen. Send an email after the holidays and right before January: “You made the holidays special for them, now treat yourself”. Include a small incentive, even if it’s just free engraving. Give people a reason to buy something for themselves. They’re looking for an excuse to spend.
3. Promote jewelry as a New Year upgrade.
People are always thinking about improving their career, appearance, and ultimately their confidence. Run campaigns for everyday essentials such as diamond studs, chain necklaces, and stackable rings. It’s jewelry that can be worn everyday and is a way to instantly feel good.
4. Refresh your website banners immediately.
Remove holiday content before customers see it in January. Swap in content related to the New Year such as: “New Year, New You”. Showcase in-stock items you want to move quickly. A holiday banner left up too long can make your site look stale fast!
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5. Curate styles that go well together.
Curate sets of 3 to 5 jewelry styles that go well together. You want it to feel fresh and the more bold and daring, the better. The key isn’t to buy new inventory, it’s to present what you already have in your showcase in a whole new light. Your customers want guidance, not more choices.
6. Collect Google reviews while customers are still glowing.
Send review requests now, when the emotions from gift-giving are high. More reviews now, means stronger SEO and social-proof later. Strike while the iron is hot. Every Google review you get is another reason why someone should buy from you.
7. Re-engage everyone who abandoned their cart.
Don’t leave them sitting. Send personalized email reminders and run drip campaigns that continue to remind people long after they’ve left your site. Many jewelers give up too early when the sale is only a gentle reminder away. People are busy during the holiday rush. Don’t be afraid to send a reminder even a week or two later.
8. Create short-form videos showing what’s new.
One day of shooting 15 to 20 jewelry styles can power your social media content for weeks. Instead of one long video, break it up into smaller clips. Don’t always try be perfect. Consistency always beats perfection.
9. Follow up with your repair and custom design clients.
These are warm leads. Reach out with: “Let’s start the year by finishing that project”. January is an ideal time for custom design because customers feel mentally ready for something new. Plus, with January typically being the slow season, you have more time to work with each client if they need a particular repair.
10. Create your February marketing plan now.
Don’t wait until Valentine’s Day is staring you red in the face. Draft the emails, creative, and special offers now before you get overwhelmed with something else. Don’t leave your calendar to chance. Get started.
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The real secret?
Most jewelers wait until mid-January to get moving. Use that to your advantage. If you take action now, you’ll be weeks ahead of your competitors.
Consumers are spending mode. They’re still searching, still scrolling, still thinking about the promises they want to keep in the new year. You want to be in front of them and give them a reason to choose you first. Because when you finish this year strong, and you’ll start the next one even stronger.
