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Big Tickets Save Christmas

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See the results of our latest Holiday Season Mini-Survey.

The verdict is in: It was a surprisingly merry holiday season for most jewelers, thanks often to a few big-ticket sales.

The upbeat numbers that we’d been seeing since the Black Friday weekend ticked up higher in the last week before Christmas. One in three jewelers, or 33 percent, described the season as better than expected and a further 13 percent labeled it flat-out “terrific”. Thirty-one percent said it was in line with their expectations, while for 23 percent of jewelers it was disappointing or “dismal.” While foot traffic remained down compared to last year, average ticket edged higher in the last week: 48 percent of jewelers said their average transaction value was over $350, while 43 percent said it was up over last year.Final Survey

“We moved a couple of very large pieces that allowed us to realize a 22 percent increase over last year’s number. But we’re feeling the Internet bite,” said David Abrams, owner of Grand Jewelers in Rancho Cucamonga, CA, in a comment that was typical of many of our Brain Squad members.

We’ll publish a more detailed report online at instoremag.com as soon as we gather a few more responses. In the meantime, you can see more charts and all the Brain Squad’s comments about the holiday season online.

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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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