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Your Store Won’t Truly Be Christmas-Ready Until You Do This



(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: moving out old inventory.)

Laurelle Giesbrecht of French’s Jewellery in Wetaskiwin, Alberta, Canada, clears out old merchandise by early November. It’s her only deep-discount sale of the year. She puts aside classics and basics she knows will sell for the holidays and deeply discounts everything else. “We’re closed the day before and the night after. We work through the night so when we open up the morning after, our store is Christmas-fied.”

Andrea Hill says the fourth quarter is a great time to create sales inventory highlights.

“Picture this: You take two or three items that have been sitting there forever, and you dramatically mark them down. Feature them in a tower near the door, so nobody can miss it. Make it clear that when these deals are gone, they’re gone — but also, that there will be some new surprise in that same spot tomorrow, or the next day. The goal is two-fold:

“Move old inventory, and catch the attention of the browser who would otherwise walk in and walk out without purchasing anything.”




Wilkerson Testimonials

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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