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.

Published

3 years ago

December 13, 2020

Trace Shelton Instore December 2020 Issue

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?

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

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

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”