The unprecedented difficulties of this past year have caused people to focus on what matters: their loved ones. And as we head into the holiday season, shoppers are eager to do something extra special for their spouses, fiancés, and family members. Since lavish vacations and dining out aren’t viable options, these shoppers are turning to timeless luxury items like diamonds and fine jewelry.
According to diamond sales expert Shane Decker, independent jewelers are selling more high-ticket pieces than ever before, with a run on 2-3 carat items as well as large diamonds of up to 9 carats. Fueled in part by a surge in Millennial and Gen Z shoppers in the market for fine jewelry, the 2020 holiday season presents an amazing opportunity for stores that are prepared.
3 Ways to Attract Big Holiday Sales
Before you take any other steps, the most important thing you can do to attract and close sales this season is include a virtual diamond inventory on your website. Many consumers will at least start their shopping online, if they don’t do all of it from the comfort of their home.
Diamond Hunt, GN Diamond’s white-label online diamond listing and search tool, makes it easy to display a complete inventory on your website with your own branding and markups. Shoppers can access and share 360-degree views of every diamond with light performance analysis, Gemprint ID, and GIA certification. With this online inventory in place, you’re ready to work these three tips for attracting big holiday sales:
- Up your inventory now.
A skimpy, dated inventory is a sure way to turn shoppers away – especially big spenders who want something truly special for their money. Stock up on a range of cuts and carats, and have plenty of popular add-on items, like studs, on hand. Diamond Hunt gives you instant access to GN’s entire $70 million inventory of over 5,000 loose certified GIA and EGL USA diamonds.
- Use the experience, not price, to sell.
Lead with your most impressive items and don’t use discounts to sell. Give shoppers a powerful online and in-store experience that is centered on the customer and their aspirations. Motivate them with the spirit of the season and the value of lasting memories, and you won’t need to slash prices.
- Host virtual events for top buyers.
Treat your loyal customers to special events that show how much you value them. Offer first or exclusive access to custom designs, provide a live showcase of your 2020 gift guide, or ask them what they want to see and customize the event.
Luxury Sales Made Simple
The GN Diamond Sales Platform is free, intuitive to learn, and backed by expert training and support to help you take full advantage of every feature. From the Diamond Hunt digital sales presentation portal, to valuable sales and marketing resources, all of GN’s tools are designed to empower independent jewelers to compete in-store and online.