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With Thanksgiving, Black Friday and Small Business Saturday now in your rear view mirror, you’re probably wondering what momentum is going to carry you through the last 5 weeks of the year and make your holiday season merry and bright.
If you think it’s all down hill from here, don’t despair. According to a recently published article from IDEX Online, analytic company ShopperTrak has put together a list of predictions on the 10 busiest shopping days for the holiday season, and you still have 7 of them ahead of you.
According to the ShopperTrak list, the greatest number of sales dollars are expected to be generated on:
Nov. 27 – Black Friday
Dec. 19 – Super Saturday
Dec. 12 – 2nd Saturday before Christmas
Nov. 28 – Saturday after Thanksgiving
Dec. 5 – Saturday after Cyber Monday/1st Saturday in December
Dec. 20 – Sunday before Christmas
Dec. 13 – 2nd Sunday before Christmas
Dec. 21 – Monday before Christmas
Nov. 21 – Saturday before Thanksgiving
Dec. 26 – Day after Christmas
So how can you take advantage of these prime shopping days? Here’s our list of tips, designed to help you bring in the shoppers, right up until Santa starts loading his sleigh.
#1) Use the media as your microphone. Reach out to your local media sources, starting with the ones you do the most business with. Television, radio, TV and local newspapers are always looking for content during the holidays, so make sure they know they can count on you to be their go-to source, with great ideas on jewelry trends and special gifts.
#2) Countdown the season with social media savvy. The holidays are a perfect time to ramp up your social media presence. Find ways to stand out – with new products, price points and ideas. SJG Vendor member Samuel Spil company specializes in a wide variety of products and price points, and recently announced the expansion of its Dancing CZ line with the addition of Dancing CZ rings. This is a great product to showcase in your social media promotions, as it gives you the opportunity to promote many angles, including its unique design and its price point. You’ll find more information on the Dancing CZ line, and all of the Samuel Spil Co., products, online at www.SamuelSpil.com.
#3) Romance your current customer base. The holiday season is the best time to remember and apply the 80/20 rule of sales. If 80% of your sales really do come from 20% of your customers, then now is the time to show them some love, with last minute discounts, special offers and deals they can’t resist. What about “gifting” some of your best customers with a little something special of their own? Products such as these sterling silver and gemstone earrings from Natalie Ziegler Designs (available in green amethyst, citrine, smoky quartz, black spinel or blue, pink or white topaz) are wholesale priced between $15 and $25, making it easy to offer your favorite customers a little gift of their own. For more information on these earrings, contact Natalie Ziegler at 410-992-0114.
Have questions about the Southern Jewelers Guild or want more information about membership? I’m here to help! E-mail me at Ann@SouthernJewelersGuild.com or call 504-615-1191.
Ann Glynn is President and CEO of Southern Jewelers Guild, an organization dedicated helping jewelers, vendors and industry-related tradespeople identify their target market, create and grow a client base, pair you with vendor partners who provide tools to help you succeed, and work with you to make sure you are operating at optimal performance.