Running List of Mother’s Day Events, Promotions and Sales Techniques

To-Dos

MERCHANDISING: Create some signs that declare “Top 5 Mother’s Day Gift Ideas” to place in your cases. Make sure your suggestions cover the important price ranges.

EVENTS: Stephen Barnes of Barnes Jewelers, Inc., in Goldsboro, NC offered a “Botox, Bronze & Bling” event ahead of Mother’s Day 2023 — where he enlisted a doctor and spray tan salon to visit his store to pamper moms.

EVENTS: Consider hosting a men’s-only shopping night a week before Mother’s Day. But don’t forget the non-traditional gifters: kids to moms, moms to adult daughters who are moms, and grandchildren to grandmothers.

DISPLAYS: Position your best Mother’s Day specials in a showcase just inside the front door. Offer a wide range of price points but simplify the selection process by highlighting a few classic pieces or current trends.

MARKETING: Chris R. Austin of CAMO Marketing suggests trying Reddit to advertise for Mother’s Day. While you can’t target for zipcode, like on other social media sites, DMA (Designated Market Area), which is basically the TV market.

CUSTOMER SERVICE: Reach out to a local florist to have bouquets ready for the Mother’s Day weekend (May 9-11). “Help your male clients take something off their list when they’ve forgotten to buy flowers for Mother’s Day. And who knows, maybe they will buy a bit of sparkle from you to go with the flowers,” says Kathleen Cutler of Kathleen Cutler Strategy.

CONTESTS: Use kids’ drawings to create a piece of jewelry. LIZ SABA, OWNER of Presley & Co. Fine Jewelers in San Diego. Could you hold a contest to do this? Or even just offer a service to turn your kids art (and/or most memorable quotations) into meaningful jewelry?

MARKETING: Mother’s Day is always a big deal at Bernie Robbins Jewelers, with five locations in New Jersey and Pennsylvania. A few years back, the marketing department designed a coloring and jewelry cut-out activity book for children that could be downloaded from social media. Kids were invited to dress up their chosen paper “mom,” adorn her in jewels and then give their real mom the finished art project. They also promoted Mother’s Day by deploying an offer of up to $200 off a purchase on the website, social media and e-blasts and curated an e-commerce gift collection for the occasion with free, two-day shipping.

Bill Boyajian: The Best Time to Sell Is When Someone Is Buying

If you get them in for one thing, maybe you can take care of a future gift as well.

Most men have five problems every year: Christmas, Valentine’s Day, Mother’s Day, birthdays and anniversaries. Selling a beautiful piece of jewelry during the holiday season is only the start. An add-on sale for Valentine’s Day and/or Mother’s Day solves two problems with one visit. Accompanying jewelry items in a jewelry collection — matching earrings, necklace, or bracelet — are sure-fire winners.

Megan Crabtree: Offer the Gift of Flowers

On Mother’s Day, consider gifting a rose or a small flower arrangement to guests. “It’s the sentimental thought that counts,” says store consultant Megan Crabtree. “Plus, it’s also one less stop for the gifting father.”

These Jewelry Retailers Take Mother’s Day Promotions Personally

Cute Kids on Video

In 2017, the family ownership team at Baribault Jewelers in Glastonbury, CT, shot a video interviewing their own children talking about the importance of Mother’s Day that proved wildly popular. “People just thought it was super-adorable and they enjoyed seeing the kids from our family,” says Christina Baribault-Ortiz. Sample conversation: “What are you going to get your mom for Mother’s Day?” Answers: “A rainbow ring!” and “A hundred hugs and kisses!” They’ve also found success collaborating with a local chocolatier, a manicurist, a hair salon and a local restaurant that provided a gift card or coupon with each jewelry purchase.

Words 0f Wisdom

At Christopher’s Fine Jewelry & Rare Coins in West Des Moines, IA, general manager Christine Osborne ensures digital messaging is friendly and conversational, an extension of the brand. The brand’s lighthearted humor is conveyed during the store’s annual Mother’s Day Facebook Contest. In the weeks leading up to Mother’s Day, they ask followers to share the best advice their mother has given them, then feature selected quotes using a vintage cartoon design. One participant is selected to win a piece of jewelry. (USE IMAGE)

The Collaboration

Jake Wosinksi, owner of Jacob Raymond Custom Jewelry in Greensboro, NC, partners with other local businesses for a social media-based Mother’s Day giveaway. In 2019, the winnings included a $75 gift certificate from Jacob Raymond Custom Jewelry, a bag of coffee and gift certificate from one partner, and a coffee mug from another. “Promotions like that are great because they don’t cost anything except whatever you’re giving away, and you’re getting exposure to new clients from other businesses’ social media followings,” Wosinksi says. “You do have to pick the right partners and make sure they have a decent amount of followers to get the maximum exposure.” This year, he plans to reach out to a salon, a gift shop and a boutique.

The Personal Touch

At family owned Vardy’s in Cupertino, CA, models featured on social media pages are customers, family members or employees. Mother’s Day is no exception, from advertising to styling a family photo shoot with a focus on pearls. Vardy’s is about authenticity, on every level. Family and team members have gotten past a natural reticence to be the faces of the brand. “What you see is truly who we are,” they say. (USE IMAGE)