WEEK 6
5 weeks passed | 47 weeks remain
Feb 9 – Monday
E-MARKETING: Resend emails to all those customers who opened last week’s V-Day blast. They’re interested.
OPERATIONS: Only a week to go until Valentine’s. It’s time to turn that wish-list data into sales receipts. Email spouses and partners. Then get on the phone to follow up.
MARKETING: Here’s some last-minute Valentine’s Day ideas from retailers you can try this week. Steve McNeil, owner of Diamond Designs in Marion, IL, once hired a Cupid with a bow and arrow to shoot plastic “hearts” at random people outside his store in the run-up to Valentine’s Day. Northeastern Fine Jewelry in Schenectady, NY ties up with a fine restaurant to treat people who buy Valentine’s gifts. Woelk’s House of Diamonds in Russell, KS did a Death by Chocolate event in the first week of February (for the ladies only).
FEATURED DATE: It’s National Pizza Day! Bring in pizza for your staff during the busy week. Or host a “Pizza and Proposals” men’s event.
MORE DATES: National Bagel and Lox Day, Chocolate Day, National Cut the Cord Day
Advertisement
Feb 10 – Tuesday
MARKETING: Email reminder: “Four days left ’til Valentine’s Day!” List your top 5 ideas for gifts.
SALES: An estimated 400,000 to 500,000 people are expected to announce their engagement on Valentine’s Day. Have your inventory, and proposal ideas, ready.
SALES: Feb. 14 falls on a Saturday this year, meaning this will be a huge year for last-minute panic-buyers. Prepare a shortlist of popular items at different price points for male customers. Review your “last-minute panic-buying” strategy and stock levels.
STAFF: Ask staff to write out their answer to this question: “Why do you get up in the morning and why should our customers care?” You may just find a new mission statement in those answers.
MERCHANDISING: Draft your kids, your staff’s kids, anyone’s kids to create some Valentine’s Day cards on simple card stock. Put them in the showcases with a small sign identifying each young artist. “While you are at it, have them make a few tent cards with product info on your best V-day gift ideas,” says display expert Larry Johnson.
FEATURED DATE: Teddy Day — part of Valentine’s Week. Put necklaces on teddy bears all around your store.
Valentismas is an unofficial, stress-free holiday celebrated on February 10th that blends Christmas and Valentine’s Day traditions to focus on love for family and friends.
MORE DATES: National Umbrella Day, National Clean Out Your Computer Day, National Cream Cheese Brownie Day
Feb 11 – Wednesday
DISPLAY: Make sure all your jewelry displays are both clean and uncluttered, says Zdena Jiroutova of Z Folio Gallery in Solvang, CA. “It amazes me how many clients comment on this.”
DISPLAY: Choose one piece you’d really like to move this V-Day and feature it in your showcases in a special way. “Making it stand out increases your chances of finding a buyer,” says display expert Larry Johnson.
CUSTOMER SERVICE: Running a wish-list night? Add a raffle. Give clients an extra ticket for updating their list. Nothing wakes up a sleepy party like the smell of free stuff.
FEATURED DATE: It’s International Day of Women and Girls in Science. Feature female designers or science-inspired jewelry.
FEATURED DATE: Or try this one — National Inventors’ Day — highlight innovative jewelry designs or technology in your store.
FEATURED DATE: Make a Friend Day — push “friend gifts” for Galentine’s Day coming up Friday.
MORE DATES: Don’t Cry Over Spilled Milk Day, National Latte Day, National Get Out Your Guitar Day, Peppermint Patty Day, Promise Day, Satisfied Staying Single Day (self-purchase angle here?)
Advertisement
Feb 12 – Thursday
E-MARKETING: Email reminder: “Two days left ’til Valentine’s Day!” Feature your top gift ideas and emphasize easy shopping.
BRIDAL: Post a “buy the diamond, save on wedding bands” offer. Tie the savings to same-day band selection. Two rings today beats “maybe later.”
SALES: Ask every engagement-ring customer today, “Are we thinking a flush-fit band or a shadow band?” That single prompt frames the wedding band as part of the design and moves the discussion forward.
CUSTOMER SERVICE: Start slipping a wedding-band coupon into every engagement-ring box. When the glow fades, that little card brings them back — and brings you the band sale.
FEATURED DATE: Abraham Lincoln’s Birthday — opportunity for an Honest Abe tie-in. “Honest pricing” promotion?
FEATURED DATE: It’s National Freedom to Marry Day. Celebrate love in all its forms with inclusive bridal marketing.
FEATURED DATE: Hug Day — part of Valentine’s Week. “Hugs” are personal touches that impress customers, as retailing legend Jack Mitchell notes.
MORE DATES: NAACP Day, National Lost Penny Day, Safety Pup Day.
Feb 13 – Friday
SALES: It’s Desperation Day — the day before Valentine’s! Stock up the front counter with ready-to-wrap items at multiple price points. Staff should be ready for the afternoon rush when employees all over the country switch off from work and start thinking about the weekend.
CLIENTELING: Send Valentine’s cards to your customers with a simple message: Enjoy the day!
STAFF: Share the love. Buy chocolates for your employees this Valentine’s Day. Inscribe the card, “Sugar rush courtesy of management!”
FEATURED DATE: It’s Galentine’s Day! A day dedicated to showering your besties with love, and small gifts. Get in on the heartwarming action with a gift gallery and fun suggestions. One year, Moosejaw offered to do the dirty work for customers who didn’t have the courage to dump their girlfriends. Another, it uploaded an emergency love poem for its more verbally challenged customers. The message? We’re here for you, even in a slightly perverse way.
FEATURED DATE: It’s also Friday the 13th! Turn superstition into sales. 13% off? “Lucky in Love” promotion?
FEATURED DATE: Kiss Day — the culmination of Valentine’s Week.
MORE DATES: World Radio Day, National Cheddar Day, National Tortellini Day, National Wingman Day, Internet Friends Day, Self-Love Day (another self-purchase opportunity!)
Feb 14 – Saturday ♥
FEATURED DATE: It’s here — Valentine’s Day! Be ready for it. That guy rushing in at 2 p.m.? He’s not browsing. He’s buying. Make it easy for him. Have a “Last-Minute Gifts” display front and center. Pre-wrap three price tiers. Train staff to close fast — no lengthy gemstone lectures. Post your hours on social media that morning with “Still time.” Text your VIP list a reminder at noon. Stock gift cards near the register. Desperation plus convenience could equal one of your best sales days of the year.
MORE DATES: National Cream-Filled Chocolate Day, Pet Theft Awareness Day, Gold Heart Day, Have a Heart Day.
Advertisement
Feb 15 – Sunday
DISPLAY: Valentine’s is done and dusted. Adjust case content with an eye toward Mother’s Day and graduation season. And don’t forget self-purchasers — they buy throughout the year.
INVENTORY: Go through your unsold Valentine’s stock and see if it can form the basis of a “Gift Gallery” on your website.
FEATURED DATE: It’s Singles Awareness Day (S.A.D.). Counter-program with a “Treat Yourself” self-purchase promotion. Feature rings for the right hand, studs, and everyday pieces.
FEATURED DATE: Susan B. Anthony Day — celebrate women’s achievements. Feature female designers or women-focused jewelry.
MORE DATES: National Gumdrop Day, National I Want Butterscotch Day, International Childhood Cancer Day, World Hippo Day, Love Reset Day
