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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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Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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