During the holidays, jewelry customers run the risk of buying something the recipient doesn’t actually like.
You’d think, then, that a store gift card might be the perfect solution.
So why doesn’t anybody buy them?
In the video below, marketing specialist Jim Ackerman notes that it’s a time of year when jewelers are running many other special offers. Gift cards, meanwhile, are purchased at full price.
So why not discount your gift cards? The strategy “could have a tremendous impact on your sales this holiday season,” he says.
In the video, Ackerman offers his reasoning plus a few tips and tricks to make the idea work.
Learn more:
Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration
After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years."
Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations.
The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.
