Connect with us

Headlines

Optimism Rules As Jewelers Enter Holiday Season

The overriding sentiment is one of optimism.

mm

Published

on

Optimism Rules As Jewelers Enter Holiday Season

“AS EXPECTED” was how most of the jewelers in our first 2018 Holiday Season Mini Survey summed up the 10 days since Black Friday.

Given that most of those jewelers entered the season with high hopes it suggests the overriding sentiment remains one of optimism even if the sales action has yet to kick into a high gear.

Smith and DeGroot Release ‘A Vendor Perspective’ Podcast Episode
Jimmy Degroot

Smith and DeGroot Release ‘A Vendor Perspective’ Podcast Episode

Video: Split Sales Require Effort
Jimmy Degroot

Video: Split Sales Require Effort

The Business of Jewelry Podcast Special Edition (Part 2)
Jimmy Degroot

The Business of Jewelry Podcast Special Edition (Part 2)

“The mood has been positive and happy,” said Tonia Ulsh, manager of Mountz Jewelers in Camp Hill, PA, adding that while traffic at her store is down from last year, her average ticket at over $500 is up.

>Overall, 21 percent of the more than 120 jewelers who took the survey said the first two weeks of the holiday season had been “better than expected” while 6 percent said it had been “terrific.” Fifteen percent categorized it as disappointing and 5 percent said it had been flat out “dismal.”

“I thought that a longer holiday season would amount to a better period of time for selling, but since Thanksgiving was early this year I think it is making people blow off shopping for the holidays till later,” said Andrea Riso, owner of Talisman Collection in El Dorado Hills, CA. “(But) we’re down so far I’m starting to panic.”

Other jewelers were more sanguine, noting that one of the clearest trends of the last few years has been shoppers coming in later and later to do their jewelry buying.

Advertisement

“Around here Christmas buying used to start the day after Thanksgiving. Now the serious buying does not start until Dec. 20th,” said Ed Menk, owner of E. L. Menk Jewelers in Brainerd, MN. “The reason? Possibly credit cards allowing the men to hide their purchases from the ladies. Also, there are so many things to attract the consumer such as the never-ending electronics, high priced phones, etc.”

In Muscle Shoals, AL, Joan Charlene Little, of Genesis Jewelry, concurred, predicting the opening trends of the season pointed to a stressful last few days. “Customers are shopping. Snapping photos on their cell phones. The problem is they are going to push it to the last week when everyone will be shopping.”

When customers are reaching for their wallets, it is often for big-ticket items. Almost one in three of the responding jewelers listed diamonds when we asked what had been their best seller so far. Custom followed a close second.

“Average tickets are going up as is traffic. Pandora and Alex & Ani, in particular, are  slowing,” said Steve Floyd, owner of Floyd & Green, in Aiken, SC. “I love having more time to spend with my big spenders!”

Advertisement

SPONSORED VIDEO

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.

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular