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Encourage Happy Accidents … and More Event Ideas for August




Medical researcher Julius Comroe once defined serendipity as “looking for a needle in a haystack and getting out of it with the farmer’s daughter.” On SERENDIPITY DAY, the idea of “happy accidents” sounds like a great theme for a sales event — either with surprise giveaways, or as an excuse to try something like a marketing exercise you’ve never done before. You never know.

  • August 4 On Single Working Women Day, hold a “Bring a Friend Event” to celebrate their contributions to society.
  • August 28 The U.S. Open Tennis Tournament gets under way today. Mark Chris Evert’s accidental launch 30 years ago of a jewelry tradition with a display devoted to “tennis bracelets.”
  • August 28 Ninety-five years ago, a Long Island station broadcast The First Radio Commercial. It cost $100 and dragged on for 10 minutes. Today you can get short spots for less than that — especially at this time of year when things are slow. Shop around. 

This article originally appeared in the August 2017 edition of INSTORE.



Wilkerson Testimonials

Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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