(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: being memorable.)
The Hunt House’s McMurray decorates the store Christmas tree with scrolls that contain discounts. Beginning Dec. 1, when customers make purchases, they take a scroll from the tree to learn what percentage of discount they’ll receive on the item they have already selected.
“They can’t go back and get more stuff,” McMurray says, once they learn their discount. One scroll offers a 100 percent discount, but the range is generally 5 to 40 percent.
“People have tried to dig into the tree,” she says. “They figure we’ve hidden the 100 percent one deep.”
The promotion is advertised on the radio and in the newspaper, but word of mouth often leads to more sales, too.
Albert Yocum of Yocum Jewelry in Marceline, MO, kicks off his holiday season during a popular town event called Peanut Night.
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All the participating merchants put coupons or prizes in bags and the Chamber sells the bags for $1 each. They usually sell more than 2,500 bags in half an hour.
Last year, Harris Jewelers in Troy, OH, ran a wish-list contest with a prize of a $1,000 shopping spree. The store also celebrated its 70th anniversary by offering a $70 gift card with every $250 holiday purchase through Christmas Eve.
Closing With Confidence: How Bailey's Fine Jewelry Achieved Outstanding Results With Wilkerson
When Trey Bailey, President and CEO of Bailey's Fine Jewelry, decided to close the Crabtree location in Raleigh, North Carolina after 15 years, he knew the decision needed to be handled with intention and professionalism. The goal was clear: exit the location while maintaining financial strength and honoring the store's legacy.
Having worked with Wilkerson successfully in the past, Bailey understood the value of their comprehensive approach. "They understood both the emotional and financial sides of the store closing sale," Trey explains. "Their reputation for professionalism, results and care made it a very easy decision."
The results exceeded expectations. Wilkerson helped Bailey's sell through significant inventory while maintaining the dignity of the closing process. "They don't just run a sale, they help close a chapter in the best way possible," Bailey says, strongly recommending Wilkerson to any jeweler facing a similar transition.
