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Welcome to ‘Engagement Season,’ When Nearly 40% of Marriage Proposals Happen

WeddingWire surveyed 18,000 U.S. newlyweds.

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WELCOME TO “ENGAGEMENT SEASON,” the magical time between Thanksgiving Day and Valentine’s Day when nearly 40 percent of all marriage proposals take place.

According to WeddingWire’s 2018 Newlywed Report, Christmas Day is the most popular day of the year to pop the question, followed by Valentine’s Day, Christmas Eve, New Year’s Day and New Year’s Eve.

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Interestingly, the WeddingWire survey of 18,000 U.S. newlyweds married in 2017 reveals a dramatic spike in proposals during the month of December. Throughout the rest of the year, the distribution of proposals during each month ranges from 7% to 9%. But, in December, that number rises to 16%.

Experts believe that the winter engagement phenomenon is attributed to two factors: the romantic nature of the season… and convenience. Suitors likely choose December to pop the question because they love the spirit of the holiday season. And, certainly, there’s no better time to propose than when all the family is in town to celebrate with the newly engaged couple.

Here’s a review of the Top 10 days of the year to get engaged, according to WeddingWire’s 2018 Newlywed Report:

1. Christmas Day. It’s the biggest day of the year for gift-giving, so it makes perfect sense that this, too, would be the biggest day to give the ultimate gift — a diamond engagement ring.

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2. Valentine’s Day. Cupid’s special day is all about love and expressing to that special someone just how much you care. Instead of delivering a bouquet of flowers or a box of chocolate, millions of romantic suitors opt for a proposal and a ring.

3. Christmas Eve. For the families who prefer to exchange gifts on Christmas Eve, this is the perfect time to add to the joyful holiday spirit by popping the question.

4. and 5. New Year’s Day and New Year’s Eve. We can’t imagine a better way to celebrate the New Year than with a surprise marriage proposal as the clock ticks down and 2018 makes way for 2019. Technically, if she says “Yes” before midnight, the engagement took place on New Year’s Eve, but if she says “Yes” after midnight, the engagement is credited to New Year’s Day.

6. December 23rd (Day Before Christmas Eve). In the same survey last year, 12/23 rated #9. We’re guessing that the ascent to #6 reflects more newly engaged couples choosing to get a jump on the holiday and avoiding Christmas Eve distractions that might take the focus off the bride and groom-to-be.

7. Two Saturdays Before Christmas Eve. It’s one of the biggest shopping days of the year. Might it be possible that the couples are out together, looking at engagement rings, making a selection and proposing on the spot?

8. Fourth of July (Independence Day). One of only two dates in the Top 10 that is outside the traditional “engagement season,” the Fourth of July — with festive fireworks and some time off from work — makes for a memorable day to pop the question.

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9. Saturday of Memorial Day Weekend. This day marks the official start of summer and a perfect day to propose. A Saturday engagement allows the couple to extend the celebration with family and friends over the long weekend.

10. Saturday Before Valentine’s Day. New to the WeddingWire Top 10, the Saturday before Valentine’s Day may reflect the couple’s desire to celebrate their engagement over a weekend and not necessarily on Valentine’s Day, which often comes up during the week (in 2018, February 14 was on a Wednesday) and is certainly not a day when most people have off. Popping the question on the weekend prior to Valentine’s Day also preserves the element of surprise.

Howard Cohen is the Shoreham, NY-based editor of The Jeweler Blog, a daily blog ghost-written for retail jewelers. Cohen, a long-time industry veteran, is dedicated to making social media tasks simple and affordable for every jeweler. For more information, visit thejewelerblog.com or contact Cohen at 631-821- 8867, hscohen60@gmail.com. Websites: thejewelerblog.com, thejewelerblog.wordpress.com.

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VIDEO HIGHLIGHT

Jimmy DeGroot

Be Ready for ‘What Do You Have for $100?’ and Other Holiday Questions

As Christmas approaches, the queries you’ll hear from customers are actually pretty predictable, says jewelry store training expert Jimmy DeGroot. Here's how to make sure your team is prepared for the more common ones.

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Dave Richardson

Why Attitude Is More Important Than Experience When Hiring

Hire for attitude rather than just experience.

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WHY IT IS TRUE: The key question in hiring a new sales associate is, can this person sell? The second question is, does this person have any jewelry sales experience?

PLAN OF ACTION: Be careful hiring someone with jewelry experience, particularly if that experience comes from different stores over a number of years.

My philosophy has always been this: it is easier to train a good salesperson to sell jewelry than to train someone who knows jewelry how to sell.

Most importantly though, look at the person’s attitude toward selling, enthusiasm for working with customers, and results during their sales career. Chances are you will score a real winner.

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Columns

The Digital Doc: Answers to Your Questions About Digital Marketing

Smart Age Solutions takes reader questions about a topic that many jewelers find intimidating.

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IN THIS NEW COLUMN, Smart Age Solutions answers jewelers’ questions about how to use digital marketing on the local level to bring in more customers and make more sales. As the company notes, many jewelers do not yet understand just how much power they have to create a dynamic brand in the digital space.

Do you have a question for the Digital Doc? Send it to digitaldoc@smartagesolutions.com.

Q: I’m really hesitant about putting money into digital ads. I don’t know too much about it and I’m worried I’ll just be wasting money.

A: You are certainly not alone! First, it’s best to do some general research to educate yourself on the basics of digital marketing at the local level. You do not need to become an expert, but it’s important do some preliminary information-gathering before you make a decision. There are many resources online that can give you a basic overview of what you can achieve with different marketing channels (Google, Facebook, Instagram, etc.). Once you’ve done this, start a few conversations with reputable marketing agencies in the industry. These companies can provide you with different packages based on your budget. They can also give you an idea of what activity your marketing dollars will create.

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Q: How do I know if digital marketing is working? When should I expect a sale?

A: The first step in a digital marketing campaign is to declare your goals. The next step is to get as many qualified online shoppers in your community to visit your website so they can explore your products and services. The easiest things to measure are website traffic and telephone calls. If both increase, great! The sales will follow.

Q: I try to get my team to ask our customers for a review or feedback. I know they make us feel all warm and fuzzy, but how do online reviews help my marketing strategy?

A: There are many advantages a great online review provides. Besides the obvious notion that people trust other people’s opinions of products and services,your online reviews can have a significant impact on how you are treated as an advertiser by platforms like Google and Facebook. Google’s logic is simple: The more that consumers interact with a business online, the more legitimate and relevant they are to their community. The rewards that jewelers can expect for great online reviews are better ad placement, more consistent impressions, and lower costs per click to their website. What this means is that Jeweler A with 200 online reviews spending $1,000 can achieve better results for a lower budget than Jeweler B down the street with 10 reviews spending $10,000.

Pro tip: The big advantage to digital marketing is the ability to change your advertisements on the fly. If something about the advertisement isn’t working, you change the message, branding or event details. If you have ever had to pay to re-skin a billboard, print new catalogs or re-record a radio spot, you will know just how valuable it is to have the power to edit advertisements for little to no cost.

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Editor's Note

If You Haven’t Experienced All of INSTORE Online Yet, Why Wait?

A new website, podcasts, webinars and more come online from INSTORE.

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IF ALL YOU WANT FOR CHRISTMAS is a sizzling, user-friendly online experience that jam-packs the latest industry news, advice and stories into one easy-to-read format, then you’re in luck!

The new Instoremag.com is now live, and if you haven’t given it a look yet, prepare to be instantly charmed. The fast-loading site makes browsing a breeze. You can scroll through the latest news, tips, videos and podcasts, human-interest stories, and product coverage with big headlines and images galore.

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As excited as I am about our new website, I’m equally stoked about our fresh stable of podcasts. Kyle Bullock, a smooth-voiced fourth-generation retailer from Roswell, NM, presents “Over the Counter,” which tells the stories of inspirational and memorable jewelry sales. Jewelry journalist Barbara Palumbo interviews a variety of industry figures in “The Barb Wire”; it’s light-hearted, freewheeling talk radio for the jewelry industry. And group editorial director David Squires conducts in-depth conversations with top retailers in “Secrets of America’s Coolest Stores.” Search “INSTORE” in the Podcasts app on Apple or simply listen to the shows on instoremag.com.

And lest I forget, we’ve also come blasting out of the gates with several “INSTORE Live” webinars, featuring marketing experts like Andrea Hill and Shane O’Neill, top digital companies like Podium and respected organizations like Platinum Guild International.

That’s a lot of marvelous, unmissable information, and I haven’t even talked about this issue yet! Rest assured you’ll love our hilarious “Holiday True Tales” and feel uplifted by “Kids Quest,” the story of a young girl learning to love the jewelry industry.

Talk to you next year!

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

 

Five Smart Tips You’ll Find in This Issue

  • Create a custom visual standards manual (CVSM) to systematize the look and feel of your store. (Linda Cahan, page 51)
  • Hold special VIP shopping hours for your social media fans one evening during the holidays. (Manager’s To-Do, page 24)
  • Send your team members home whenever possible to avoid holiday fatigue. (Buzz Session, page 56)
  • Ask all job candidates to take a personality and skills assessment before you interview them. (Ask INSTORE, page 54)
  • On any piece with five to 20 gemstones, charge $28 to check, tighten and retighten within 12 months; $35 for 21 stones or more. (David Geller, page 52)
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