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Create New High-Traffic Days By Celebrating Offbeat Holidays

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Create New High-Traffic Days By Celebrating Offbeat Holidays

LIFE IN THIS INDUSTRY tends to revolve around a handful of big days — Christmas, Mother’s Day, birthdays, and anniversaries. But there’s no reason to limit yourself. There are holidays every month, and even if they’re not typically associated with jewelry purchases — well, maybe they could be, if you got on board and ran a promotion or just a clever ad. The more unusual the holiday (Bastille Day? Pi Day?), the more you’ll stand out. (Be sure to read INST ORE’s Calendar page every month for ideas.) Even if someone doesn’t buy something special for Star Wars Day (i.e., “May the Fourth be with you”), they’re more likely to remember you when one of the bigger holidays rolls around.

REMINDER: All of the ads shown here, whether created by the stores themselves or by an outside firm, are copyrighted. So use them for inspiration only. Don’t copy them; make them your own!

A SOUPER SALE

Goldsmith Gallery, Billings, MT

Scott Wickam used to run his “Souper Bowl Sale” only on game day, but it got too busy, so he started spreading it out over four days leading up to the football championship. Shoppers who bring in a can of soup get serious discounts on select merchandise. Wickam got the idea from IJO and says the event has yielded at least 100 cans for the local food pantry each time he’s done it.

Create New High-Traffic Days By Celebrating Offbeat Holidays

WE’LL BE HAVIN’ YER GOLD, MATEY

Sami Fine Jewelry, Fountain Hills, AZ
April’s “Sell Your Booty to Pay Your Taxes” was just the latest pirate-themed event at Sami. The store regularly holds “booty” gold-buying promotions, during which they offer a bit more for cash or trade. There is also food, decor and costumes. “Since we dress up, people love it,” says president Stephenie Bjorkman. “They’re already worried when they come in to sell gold, so it makes it more fun.”

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Create New High-Traffic Days By Celebrating Offbeat Holidays

NEED A HOLIDAY? INVENT YOUR OWN

Gems of the Hill Country, Mason, TX
Diane Eames has now celebrated six years of Texas Topaz Day, which she created (and got her state’s governor to officially recognize) to celebrate a gem found only in her region. The two-day festivities feature gem cutting, kids’ events, and seminars — and most of all, draw a lot of attention to the semiprecious stone and her store.

Create New High-Traffic Days By Celebrating Offbeat Holidays

A DOG FOR ALL SEASONS

Wanna Buy a Watch? Los Angeles, CA

Owner Ken Jacobs “rescued” mascot Nipper from a neighbor’s yard sale around 2010. Since then, the canine sculpture has served as the store’s “Watch Dog” and greeter, and eventually became its official spokesdog, too. He’s now a familiar sight to passersby and gives the store a chance to mark holidays throughout the year.

Create New High-Traffic Days By Celebrating Offbeat Holidays

IT’S COOOOOOOLD OUT THERE

Studio 2015, Woodstock, IL

“We’re in a little podunk town,” says Studio 2015’s Bret Dougherty, “but our claim to fame is, this is where the movie Groundhog Day was filmed.” In accordance with that, the store held a promotion in 2010: If it snowed three inches on the holiday, your purchase that day was free. Even Punxsutawney Phil couldn’t have predicted a blizzard would strike — the store gave away more than $60,000 in jewelry.

OUT AND PROUD

Miner’s Den Jewelers, Royal Oak, MI

Miner’s Den runs bimonthly quarter-page ads in the Detroit area’s LGBT newspaper, but for annual pride events, the store goes all out with a fullpage ad, often including a coupon and typically featuring gay couples who’ve purchased rings from the store. The store also operated a booth at the Motor City Pride Fest in 2011 and will appear at the region’s Same- Sex Wedding Expo for the second time this year.

 

Create New High-Traffic Days By Celebrating Offbeat Holidays

 

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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