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Cyber Monday, Tick Tock Day and More Important December Dates for Jewelers

Be ready with the right questions on Christmas Eve.

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24 Jewelry: a gift that communicates thoughtful reflection, even when it’s bought at 6:55 p.m. on CHRISTMAS EVE. A certain kind of man knows this. He’s the Last-Minute Man, and there are a lot of them (21 percent of men don’t even start their shopping until the Saturday before Christmas). Coupled with their tardiness, they tend to be clueless. Coach your employees to ask about the colors that spouses or partners wear, whether they prefer gold or silver, and if they favor big or small earrings.

2 CYBER MONDAY is the No. 2 shopping day, reaching $7.9 billion in sales last year. Be sure to highlight a few specials on your website. Shoppers will be looking for them.

4 ROCKEFELLER CENTER HITS THE SWITCH on its landmark Christmas tree today. You should too. Customers want to see lights, decorations and reindeer carved from ice.

29 Today is TICK TOCK DAY as 2019 winds down. Quickly knock off one or two of those important but not urgent things that have been loitering on your to-do list.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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