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How to Capitalize on National Pet Week, Mother’s Day and Other May Dates

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We’re sure you’ve read stories about people spending ridiculous amounts of money on diamond-studded collars for their dogs. So how about for one week only — National Pet Week — you get in some of the “better” pet stuff for one case or even just one special section on your website? Market it, maybe even do a co-promotion with the local shelter. And some of that “ridiculous money” might just flow your way.

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The May is Gold Month campaign may be the baby of big jewelry retailers and the World Gold Council, but grab those corporate coattails. After all, May is filled with traditional gifting opportunities.

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National Teacher Day. Donate jewelry to a teacher who has won a recent award. Alert the local paper and schedule that teacher to come in and receive his or her prize.

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Consider hosting a men’s-only shopping night a week before Mother’s Day. But don’t forget the non-traditional gifters: kids to moms, moms to adult daughters who are moms, and grandchildren to grandmothers.

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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