The weeks leading up to Valentine’s Day are huge for jewelry retailers. According to the National Retail Federation (NRF), the average person spent $142.31 on Valentine’s Day in 2015, up 6.3 percent from 2014. Roughly 21 percent of customers making purchases for Valentine’s Day bought jewelry, racking up a total of $2.1 billion in jewelry sales. Demand for jewelry in the run up to Valentine’s Day is high, and if retailers know how to capitalize on this demand, they can easily boost their bottom line. So, what can retailers do to maximize Valentine’s Day jewelry sales? Be sure to keep the following tips and tricks in mind.
Make sure your sales staff is well trained. More often than not, jewelry tends to be an impulse purchase. That means if a customer walks away from a piece to think about things a bit more or do some more research, it is unlikely that he or she will come back. To effectively sell jewelry, trained and knowledgeable sales staff is your most powerful weapon. Make sure you have staff out on the floor who can answer all of your customers questions and provide impeccable customer service.
Make sure you have great display cases. If a customer feels a piece of jewelry looks great in a display case, he or she is also likely to assume it will look great on another person. Before Valentine’s Day rolls around, make sure you have invested in high quality, well-lit display cases so that your merchandise looks its best.
Make sure your website is up to date. Customers aren’t just going into their local jewelry store to pick up necklace or pair of earrings for their girlfriend, fiancé or wife. Instead, customers are increasingly looking to make purchases online. Before the Valentine’s Day rush, make sure you have a functional website that is fully up to date. The site should be easy to navigate and should also contain high-quality product images and compelling product descriptions.
In conclusion, in order to maximize jewelry sales this Valentine’s Day, it is critical to cater to customers purchasing in stores and online. Make sure your jewelry looks as great online as it does in stores.
