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Editor's Note

As A Strange Year Comes To A Close, What Will Holiday Sales Be Like?

There are new strategies to help drive sales.

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CAN YOU SPREAD holiday cheer from behind a mask? Will clients buy gifts from you via video conferencing or e-commerce? Will social distancing behaviors reduce foot traffic? Heck, are you even comfortable with a lot of foot traffic, from a health perspective?

We all know this is a weird year, but no one — not store owners, not consumers — really knows how they’ll buy and sell to close out 2020. The silver lining is that we’ve all had nine months to get used to the new rules of social interaction during the COVID-19 pandemic, which would seem to bode well for holiday shopping. And the INSTORE Jewelers Confidence Index continues to do fairly well (see page 54), so jewelry stores’ sales have been strong, despite a troubling economy and a contentious election season.

I hope you’ve been able to shift your own strategies to keep pace with the challenges caused by the coronavirus. During this odd season, a video call can seem even more personal than an in-person appointment, as Shane Decker points out in this month’s column (page 48). Many of you have also changed how you’ll drive sales this year (see “Buzz Session” on page 54).

However you approach this season, I hope Dec. 25 sees you celebrating another successful year in business … or at least relaxing with relief that it’s over without too much distress.

Best wishes for a happy holiday, and we look forward to hearing from you in the new year!

As A Strange Year Comes To A Close, What Will Holiday Sales Be Like?

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Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

  1. Hire a greeter during the holiday season to help people transition from outside to inside and become comfortable in their surroundings. (Manager’s To-Do, p. 28)
  2. Resend your “Holiday Gift Guide” via email to potential customers one week before Christmas. (Manager’s To-Do, p. 28)
  3. Contact your favorite charity to see if you can produce a customized jewelry piece for them to raise funds. (Tip Sheet, p. 44)
  4. When conducting a video conference sale, be sure to have add-on items ready to suggest. (Shane Decker, p. 48)
  5. Use light greens, yellows and pale blues in your marketing to communicate tranquility during this stressful time. (Andrea Hill, p. 53)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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