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Shopping Reminder Day, Thanksgiving, Black Friday and More November Dates to Celebrate and Plan For

And during empty nesters month, let’s not forget a demographic with often full wallets.

Published

2 years ago

October 18, 2021

INSTORE Staff Instore October 2021 Issue

1 Demographics tell us the age when most people tend to buy expensive jewelry (early 50s). Why then? It’s because the kids have finished college and old age has yet to set in. Celebrate that glorious period known as EMPTY NESTERS MONTH with an advertising campaign that targets this demographic. Google AdWords, Facebook, mail-lists and certain print publications provide ways to target age groups. Start experimenting this month.

1 It’s PLAN YOUR EPITAPH DAY. What do you want to be remembered for?

25 THANKSGIVING and SHOPPING REMINDER DAY fall on the same day this year. Send cards expressing your gratitude to your best customers’ support over the last turbulent 18 months.

26 BLACK FRIDAY, the traditional beginning of the Christmas shopping season, is here. How about a gift card to all customers who made a purchase within the last 12 months? $5 off for those who spend $50, $10 off for those who spend $100 … etc.

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.”