Calendar

This December, Don’t Overlook the Self-Gifters, And Tip Your Hat To Your Team On Salesperson’s Day

Add some fun to the holiday season with Ugly Sweater Workday.

Published

1 year ago

November 23, 2021

INSTORE Staff Instore November 2021 Issue

1 Last year, two-thirds of holiday shoppers bought something for themselves, according to the NRF. These customers basically fell into two types: those looking to take advantage of doorbuster sales, and those making impulse purchases. In SELF-GIFTING SEASON, it’s the latter you should target. A marketing message that says something along the lines of “From us to you” or “Go ahead, reward yourself” works best.

10 On NATIONAL SALESPERSON’S DAY, do something nice for your staff — say, a catered lunch or gift card to a local restaurant. After all, the busiest time of the year is just around the corner.

17 On UGLY SWEATER WORKDAY, encourage your team to show off their most egregious fashion mistakes with a sweater from years past. It’s not only fun, but it lowers the threshold barrier for clients entering your store.

26 There are growing numbers of gifts exchanged for KWANZAA (which begins today) and for New Year’s Day. This is also the start of the return season. Accept them with a smile.

Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”