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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.

Published

3 years ago

November 18, 2020

INSTORE Staff Instore December 2020 Issue

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.

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”