Oct 29-Nov 4
MARKETING “Follow a pre-established schedule on social media and modify based on last-minute trends,” says Allison Leitzel-Williams of Leitzel’s Jewelry (PICTURED). “Focus on sales training and discuss different types of shoppers and the type of service they prefer (women who like to take their time vs. men who want your advice and who should not be over-presented). Create festive playlists to energize the store as we approach Christmas. Follow up on old repairs, layaways and pending projects to encourage pickups before the holiday rush.”
CIVIC DUTY Nov. 6 is Election Day. Make arrangements to ensure you and your staff have time to vote.
Nov 5-11
STAFF Shake up your holiday spiffs this year. If you offered individual prizes last year, try a team-based approach this year. If you’ve traditionally offered money, consider non-cash incentives. Align the most exciting prizes for days you expect to see the biggest sales results.
STORE Want to liven up the atmosphere in your store? Cut a Christmas karaoke video with you and your staff singing timeless holiday classics in booming voices. Play it occasionally — and at a low volume, please — on your store’s video monitors.
CRM Prep Christmas cards to your best customers. The cards should only contain a “from our family to yours” type of message, with signatures written in hand (no promotional offers). All cards should be mailed right after Thanksgiving.
Nov 12-18
MARKETING Use your email bulletins to emphasize collections or new products that may be out of stock later in the season.
OPERATIONS Hold a decorating party one night after work or on a day your store is closed. Play music, order pizzas and have fun! If your merchandising is done on grays or whites, you can easily use red and green, two colors that are the simplest, most effective way to say “Christmas.” But, if they clash with your store, you will have to go to an alternative — perhaps blue and white winter colors.
Nov 19-25
CLEANING Set up a steam cleaner in your diamond ring area, so staff can quickly steam the stones when they take them out for a presentation. It’s also a cool show for your clients.
INVENTORY Fill holes in inventory with a focus on fast sellers. Begin weekly reviews of core stock and set a replenishment plan.
STAFF Do a refresher with temps on handling the phone, customer flow management and gift-wrapping.
Nov 26-Dec 2
OPERATIONS Stick up a sign that reads “Repairs Will Be Ready On __” and then update the new date daily. (Charge a premium for express service.)
INVENTORY Make a list of jewelry items that need a “companion” — diamond stud earrings with a tennis bracelet, cocktail ring with pendant. Prepare for add-on success.
GENERAL Attend any parties you’re invited to, but be sure to get sleep, too, over the next six weeks.