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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

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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