Coresight Research anticipates a gentle uptick in holiday sales from October through December this year. This forecast differs from the 5.3% surge we saw in the same months last year, which indicates a shift in consumer behavior. It clearly shows that the stakes are high for every jewelry business owner this holiday season.
Fortunately, while U.S. consumers may approach Christmas spending with caution due to economic uncertainties, there remains optimism that shoppers will maintain their desire and ability to spend.
That said, and with customers gearing up for festive celebrations and shopping sprees, the big question is: How do you ensure they find their way to your store amidst the sea of competitors and the change in consumer behavior?
It’s a real test, and the results will be crystal clear by the season’s end — either your sales have soared or they remained stagnant.
You certainly don’t want your collections to linger as mere displays while other stores are experiencing rush orders following their successful holiday marketing campaigns; others may even struggle to keep up with the demand.
I think that’s precisely what you need at the moment: to put effort into your marketing campaigns. You still have time to do this, and fortunately, we’ve come across another very recent article in Southern Jewelry News that discusses various marketing strategies we can use to boost your holiday sales. Let’s start, shall we?
Getting Started with a Site Audit
The article advises us to begin with an audit. It’s a wise starting point because doing so helps you lay a solid foundation to help you chart a more effective course for optimization and success. 61% of top-tier content marketing companies conduct content audits twice a year or more. It consists of fixing weak spots and aligning your site with user and search engine preferences.
Starting with an audit will help you define your goals. Randomly hoping for increased sales won’t get you far. Remember that you have countless competitors out there. A clear, well-defined set of objectives will set you apart from them and will also guide your efforts effectively.
Different Marketing Approach for Local Jewelry Stores
While social media is undoubtedly a vital part of the puzzle as it keeps your loyal customer engaged, Pineda urges us to think beyond it. In Christmas spending stats, 47.4% of U.S. women favor diamonds, so you need more tricks up your sleeve to attract these customers actively seeking jewelry products. In fact, 77% of top content marketing companies plan to increase their budgets this 2023.
However, my suggestion is not to allocate your budget to every marketing campaign that comes to mind. With numerous options available, it’s important to recognize that not all strategies are universally effective. Instead, take the time to comprehend each marketing idea and evaluate which one aligns best with your unique business needs.
To help, here are the nine effective marketing approaches for local jewelry stores listed in the article from SJN:
- Email Marketing: a means to engage customers with personalized promotions
- Social Media Campaigns: uses platforms for broad audience reach and viral potential
- Printed Mailers and Local Print Advertising: offers tangible and localized marketing opportunities
- SEO: improves online visibility
- PPC Ads: drives targeted traffic
- Geofencing: targets potential customers by location
- TV Advertising: reaches a wide audience effectively
- In-Store Events: creates a holiday sale atmosphere
- Website Optimization: ensures a user-friendly experience
Whether you’re well-acquainted with these methods, or they’re new to you, remember that marketing, like any craft, thrives with practice. Consistency is everything. Expecting immediate or week-long miracles from any single or combination of these strategies isn’t realistic.
The time it takes to observe results varies; it may take as little as three months for some, while it could extend beyond six months to a year for others. Success takes time and dedication. Ensure you’re doing the right thing in fixing all aspects of your site to secure the desired results this holiday season.
Decide and Take Action
Marketing is a team effort, according to Pineda. Consider professional guidance to avoid uncharted waters. Pineda’s team at Jewelry Store Marketers has been working with several jewelry store owners and has familiarized themselves with the best marketing efforts that guarantee results.
Every second from now is important. Unless you want your collections to remain on your shelves until New Year, take action now and decide which of these marketing approaches to implement for a successful holiday sale.
Read Southern Jewelry News article here: Holiday Sales Success: A multifaceted marketing approach
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Guy has been building websites and helping companies online for over 15 years. He has worked in the jewelry industry for close to 30 years now. As the CEO of Jewelry Store Marketers, Guy leads the company to provide excellent services in website design and development, search engine optimization and more.