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Panic Saturday, National Cookie Day, And More Important December Dates

Plus a tip for getting more out of your Christmas sales.

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Hand holding Christmas ball

25 One of the biggest advantages a small business has over its corporate rivals is the personal connections its owner can establish with customers. And this year, the coronavirus has stoked a heightened interest in localism and a real desire to support main street retailers affected by the pandemic. In the run-up to CHRISTMAS, add a more personal touch to your communications with customers by sharing an anecdote from your own family’s holiday traditions or stories from past seasonal campaigns that will get customers excited for what you have planned this year.

4 There’s a reason so many successful jewelers hand out freshly baked cookies – the hunger generated by the smell of sweet dough expands into an appetite for other goodies. On NATIONAL COOKIE DAY, get in on the action.

15-29 These are the HALCYON DAYS. All around is chaos. And yet, there you are — a picture of calm, professional control and direction. Visualize it: You, the halcyon, charming the wild holiday seas.

19 PANIC SATURDAY comes six days before Christmas and will likely be one of your biggest shopping days of the year. Steer aggressively. Shoppers at this late hour really just want a sure thing.

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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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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