We all know that the holiday season is the biggest sales season of the year, but do you know how big it actually is? Last year, holiday sales exceed $1 trillion dollars (Forbes), with an expected 3.8% increase this year (statista.com). And out of that trillion dollar piece of pie, the jewelry sector pulled in more than $ 9.5 billion dollars – specifically during the holidays.
With such an emphasis on holiday sales, we thought we'd share a few insights that what we've learned from our jeweler customers over the years to help you sell more this year.
Personalize Customer Recommendations - Know What You’ve Got
Customers shopping for jewelry are a cut above the rest. When a potential customer walks into your store, it's personal and emotional – especially during the holiday season. He's not walking into Target to buy a set of bath towels for a gift, he's there to purchase a piece of affection. And your employees need to reflect that.
Make sure your employees know everything there is to know about each diamond in your store. They're not just there to sell a piece of jewelry, but a story - a personal story. Personalization is key to winning over holiday shoppers. We will be glad to send you some short training guides created by the GIA to help your employees succeed.
If you would like to get it click here.
Utilize Your Social Media
If you're store is not on social media, it should be. Why? Because your customers are! 81% of all Americans (statista.com) have a social media profile. People spend more time on social media today than they do watching TV, so this is where you're going to reach potential customers.
The holidays are special times where you can get creative with your social media advertising. Here are a few ideas:
- We found that our jewelers who uploaded our 360 diamond GIF (small videos) to their social media get a lot of interesting feedback from their customers. Let us know if you would like us to send you some GIFs to share by clicking here.
- Advent calendar – Create an advent calendar leading up to Christmas. Every day open a window and reveal a new piece of jewelry your store offers.
- 12 Days of Christmas – Take a cue from the song, “On the first day of Christmas, my true love gave to me…”, with each day new item correlating to the number. Try beginning with the week of Thanksgiving to build up anticipation .
- Instagram account – An IG account is the best way to showcase your merchandise, visually. Take advantage of this social media platform.
Stand out from the Crowd
As you saw from the numbers, there's a big stake to be claimed for holiday sales. In order to gain those sales, you need to stand out.
How you display and show off your diamonds is a small way to make a huge impact. Take fantastic macro photos of your diamonds (get a macro lens for your phone to take the right type of picture), with an extra holiday flair to show on your social media.
Make sure you have a variety of diamonds to show instantly. Showing potential customers diamonds in our STORE-MODE tool gives them the instant experience they are looking for while looking for a specific diamond. Get yours for free here.
Think of adding beautiful store decorations, such as small pre-wrapped holiday gift boxes and lights for atmosphere.
Create a holiday-themed video
Video is the best way to reach your audience – it is the social media KING, after all. A great way to grab potential customers' eyes during the holiday season is with a short, holiday-inspired video, even taken with your personal phone. Get creative and show off your merchandise and staff.
Let your customers get to know your company and what you offer with a personal message from you or a staff member. Post your video on your website, social media and any marketing avenues you use. You might just go viral!
Do Not Discount
It's become extremely popular to cut prices with days like Black Friday and Cyber Monday offering the best deals of the year. Andy while this may seem like a good way to bring in sales revenue, fine jewelry is not usually an impulsive purchase – and definitely not during the holidays.
Instead of trying to attract customers by slashing prices and losing potential profit, focus on the tips above to make the most of the holiday season sales. And remember, we're here to help you have a wonderful holiday season - ‘Tis the season!