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CUSTOMERS HAVE been trained to wait until the last minute to make big Christmas purchases, with the expectation that retailers will offer steep discounts.

For jewelers, that means the biggest sales period of the year has been compressed into about 10 days, says jewelry store training expert Jimmy DeGroot.

Fortunately, DeGroot says, there’s a way to keep the flow of customer traffic steady.

In the video below, he explains how some well-placed phone calls can help.

Watch the video:

Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at and sharing marketing advice through his blog site at Sign up for training videos here.



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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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