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Manager's To Do

Make the Most of Christmas with This December To-Do List

See how you can remain on the game while enjoying the Christmas season.




Make the Most of Christmas with This December To-Do List

Dec. 3-9

OPERATIONS Starting today, make it a rule: Everyone must greet each other with a cheery “Merry Christmas” (or, yes, “Happy Holidays,” if that’s a better fit) every morning. When all is said and done, you sell joy and you and your staff’s good moods will determine much of your success.

HUMAN RESOURCES Take care of your team, says Kent Bagnall, owner of Kent Jewelry of Rolla, MO. “Make sure all inventory is correctly marked and that staff is kept up to date and properly trained for the holiday rush. I make a special effort to ensure that they take care of their health during the holiday season.”

MANAGEMENT Start holding short morning meetings. To ensure they stay brief, insist everyone stand. Update staff on things like average sale, which pieces to show first, repair deadlines, any ads you’re running and what’s being highlighted in your window cases.

Will You Attend The Greatest Workshop Ever Assembled for Jewelry Retailers?

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Dec. 10-16

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

INVENTORY Watch your reports like a hawk. Start making small markdowns on slower selling items to help clear case space for bestselling items during the last two weeks of the holiday season. And stay on top of your vendors. Timely delivery is critical right now.

INVENTORY Be sure to promote your store’s gift cards this month. One idea to make it an easier sell: Add 10 to 20 percent cash value to any gift card you sell.


GOODWILL Play Santa: Sneak a little gift into every wrapped item.

Dec. 17-23

SPIFFS Tack up envelopes on your bulletin board with labels like “Most Add-Ons” and “Highest-Value Sale.” Day’s winner gets the envelope and the prize inside.

SOCIAL MEDIA If you haven’t seen your social network “fans” in the store yet, why not urge them to come in early for special VIP hours?

OPERATIONS Dec. 22, 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

INVENTORY It’s return season. Accept those painful returns with a big smile. If you handle the returns as well as you handled the sales, those customers will inevitably return.

CRM Begin entering all that customer data you collected in the last few weeks. You did have a system in place to collect those all-important email addresses, right?


MANAGEMENT Holding an end-of-season staff party? Consider joining up with someone else in your strip mall. It will help save costs and build potentially useful relationships.

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



Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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