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Manager's To Do

Here’s Your Manager’s To-Do List for This Holiday Season

Tips to improve your marketing strategy, staff enthusiasm, sales and more.




Here’s Your Manager’s To-Do List for This Holiday Season

Dec. 3-9

SALES FLOOR When the going gets tough, everyone can do with a few well-chosen words to stoke the embers. Prepare fridge quotes, inspirational emails and some rocking tunes to get everyone in the mood every day for the next three weeks.

TECH Up your email rate. If you normally send one a month to your list, send as many as four in December to ensure they’re seen.

STAFF Give each employee time for a dinner once a week with his or her family. Send a thank-you note with a bottle of wine to their “significant others.”

PACKAGING Have a sample of one of your branded shopping bags visible so shoppers know they will get a nice bag with their purchase. Ditto for any holiday wrapping paper or boxes.


Dec. 10-16

ADVERTISING Keep staff updated on your advertising, so when someone asks for “that ring they saw on your Facebook page,” your salesperson knows what he’s talking about.

MARKETING If your holiday season needs a late boost, consider a micro-influencer (fewer than 100K followers) to help get the word out in your local market. They work fast (posting almost as soon as they get your product in their hands) and can target a niche audience.

DISPLAYS Tweak your window displays. Move things around and highlight different categories (especially key price point jewelry). To window shoppers, it sends the message that you have a wide range of merchandise that is moving quickly.


Dec. 17-23

MERCHANDISING The last-minute men are on their way. Brainstorm gift ideas with your staff (perhaps specific products or price points that have hit the sweet spot this season). Then create a “Holiday Favorites” display case to help procrastinators speed up their gift choices.

HEALTH The excitement of the holidays can make it difficult to fall asleep despite how tired you might be. Dr W. Christopher Winter of the Martha Jefferson Hospital Sleep Medicine Center suggests you spray lavender oil on your pillow. It will make you go to sleep faster, sleep more deeply and wake up fresher, he told Men’s Health.

OPERATIONS Dec. 23, the final Saturday before Christmas, may well be the biggest shopping day of the year. Go over your plans for staffing, stock and hours.


Dec. 24-30

DECORATIONS Did you see an adorable reindeer lawn ornament but didn’t want to splurge? Or did a towering inflatable Santa strike your fancy? The weeks after the holiday are an ideal time to shop for next year’s decorations.

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When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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