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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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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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