Columnists

The Smart Lab: Last-Minute Tips to Boost Black Friday Jewelry Sales

ColumnistsNov 08, 2022

The Smart Lab: Last-Minute Tips to Boost Black Friday Jewelry Sales

It’s not too late to market Black Friday and Cyber Monday deals to kick off a fabulous holiday season, writes Emmanuel Raheb.

2021_Emmanuel-Raheb.jpg
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency. Contact him at eraheb@smartagesolutions.com.
Black Friday is one of the craziest times of the year, and for good reason. The holiday period from Thanksgiving to New Year’s is one of the most profitable time periods, accounting for up to 30 percent of retail sales.  
 
In fact, for many businesses the holidays can mean the difference between having a stellar year or closing your doors permanently. It’s just that important. 
 
Whether you prefer to sell online or in store, the hunger for a good deal is what drives many consumers to buy.  Remember, people have many options for gifts, and jewelry is just one they can consider.
 
Here are five tips to boost your Black Friday jewelry sales.

1. Consider running last-minute ads.
Experienced jewelers have their marketing campaigns planned well ahead of time, but it’s never too late to run a last-minute ad. Even if you’ve neglected your promotions, with digital media it’s easy to craft a compelling campaign quickly.  
 
When you partner with an experienced agency, your window can be as short as a few days (or even hours), depending on the nature of what you want to do. A good agency will know which jewelry styles to feature, what types of offers appeal to people, and which audiences to go after.  
 
Remember, it’s best to start early in the season as costs rise the closer you get to Black Friday. You want to keep expenses low and your spirits high. Success can come quickly when everything is in alignment.  
 
Last minute campaigns can help you salvage the holiday season before it’s too late!

2. Optimize all your email marketing for Black Friday and Cyber Monday.
Email marketing should be done regularly throughout the year. Your email marketing calendar should start in January and go all the way through December,with everything planned out ahead of time.  
 
Of course, there are certain holiday periods you’ll want to focus on more than others. Among them are Valentine’s Day, Mother’s Day, Black Friday, Cyber Monday, Christmas, Hanukkah, and New Year’s.  
 
The closer you get to each date, the more frequent your email marketing should become.  
 
 Related stories will be right here … 
 
Because Black Friday is one of the most popular times to buy, many consumers have been “trained” to wait for this time to get the best deals. Your email marketing strategy should take this into account and offer promo codes and special offers to everyone who follows your email list. Make your emails stand out with incredible jewelry offers that other stores simply can’t match.  
 
This is the perfect time to not only make more sales but build your reputation as a jewelry store that has the best deals. Consider the lifetime value of a customer because a happy customer will come back to purchase from you again and again.
 
3. Use flash sales.
Flash sales are a unique strategy that many jewelers haven’t tried. A flash sale is a very time-sensitive offer that is extremely limited either in time (a few hours) or until inventory of the item has been exhausted. Once the time ends or you sell out, that’s it—the offer is over, never to be seen again!
 
A good flash sale combines the excitement of “being first” with the allure of grabbing a great jewelry deal. You want the customer to brag about it to all their friends. This builds buzz around your jewelry store and is one of the best ways to create word-of-mouth marketing.  
 
You can bet that every time that customer wears your jewelry, they’ll tell everyone about the fantastic deal they just got!
 
4. Use promo codes at checkout.
Promo codes are always a good sales strategy, but they can sometimes backfire. How many times have you been on a website, ready to make your purchase, then saw a promo code box and left? I bet you started searching for a discount or other deal.  
 
Most people who leave a site never come back. They abandon their shopping cart, even if they had intended to complete their purchase. Life gets in the way.
A better strategy is to pre-fill the promotion code box within the checkout page itself. This not only helps prevent the person from leaving your site but also instills trust in the transaction since you’re giving the customer the discount automatically. It’s already there so why search?
 
Yes, you’ll have more people taking advantage of your offer but your overall sales volume should go up, meaning you’ll come out ahead. Your abandoned cart rate will decline.
 
5. Create different offers for different days.
In the time leading into Black Friday and Cyber Monday, you should use each day to push a special offer. You’ll want to tease an offer right before Black Friday, have another offer on the day of Black Friday itself, and yet another offer for Cyber Monday.  
 
For example, you could offer 20 percent off one day and a free necklace deal the next day. Black Friday becomes the starting day to a whole weekend of incredible offers, ending with Cyber Monday.  
 
While some jewelers run one long offer covering the entire weekend, this can be a disastrous strategy.  
 
Consumers get bored easily, and if your headline and content are the same every day, they think they’ve already seen your offer and won’t pay attention. They’ll quickly move onto another deal.  
 
Time is of the essence as your marketing is competing with dozens of other stores (and not just jewelers) all enticing the customer to buy.  
 
Take the opportunity to craft a unique offer for each day. You’ll not only generate more excitement but encourage repeat sales—sometimes people come back and buy again even during the same weekend!  

Remember, it’s never too late to start marketing. Use these last-minute tips to help boost your Black Friday jewelry sales.  
 
The holiday season comes but once a year. Take advantage of it. Invest the time, energy, and effort it takes to succeed. Your best chance of success always starts with the opportunities you create for yourself.

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Peruffo necklace that won the Couture Design Award for “Best in Debuting”
Events & AwardsJun 06, 2023
Meet the 2023 Couture Design Award Winners

The jewelry trade show awarded brands and individuals across 14 categories.

Grandview Klein Diamonds and Phillipine Angula Development Investments’ Eros Primary School donations
Policies & IssuesJun 06, 2023
Grandview Klein Diamonds, Local Partners Donate to Primary School

The donation to a school in Namibia included computer equipment, infrastructure repair and sanitary wear.

Exterior of the Colorado Convention Center
Events & AwardsJun 05, 2023
HardRock Summit Organizers Gear Up for Third Annual Show

More than 250 gem, jewelry, and mineral companies are expected to exhibit, including the American Gem Trade Association.

LAB230043_Dossier_NJ_1872x1052_V1.jpg
Brought to you by
The Next Step for GIA Diamond Reports

The most trusted diamond report, available in print or the GIA App.

Alexandra Rosier gold and opal Eternal Love Hands necklace
TrendsJun 02, 2023
Take a Peek at Couture’s Newest Design Talents

This year’s Design Atelier is full of gems.

Weekly QuizJun 02, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Saboo Fine Jewels emerald and titanium earrings
CollectionsJun 02, 2023
Piece of the Week: Saboo Fine Jewels’ Emerald Earrings

They’re a testament to the power of excellent design.

Holly Wesche, Stan Razny, Ingrid Razny, Candy Udell
IndependentsJun 02, 2023
These Are the 2023 Retailer Hall of Fame Inductees

This year’s honorees include one of Florida’s largest independent jewelers and two multi-store independents in the Chicago and New York areas.

Cover-WN19-Back-&-Front_V5-RGB-(1)_Community.jpg
Brought to you by
Beyond Borders: Crucial Factors in Colored Stone Origin Determination

Navigate origin determination with Continuing Education seminars offered by the GIA Alumni Collective™.

Jane Taylor letter pendants
TrendsJun 01, 2023
See 50+ Jewels Debuting at Couture in Las Vegas

The industry’s most influential contemporary designers are showcasing their latest jewelry designs.

35-carat lab-grown diamond created by Maitri
Lab-GrownJun 01, 2023
35-Carat Lab-Grown Diamond Going on Display in Vegas

Created by Maitri Lab-Grown Diamonds and graded by IGI, it’s slightly bigger than the record-setting lab-grown diamond GIA just examined.

Bottom Line Marketing Chief Growth Officer Gus Garcia and CEO Jackie Brooks
MajorsJun 01, 2023
Bottom Line Marketing Announces Restructured Leadership, New Service Offerings

The marketing agency has integrated its first C-suite.

20230306_JohnnyCupcakes.jpg
Events & AwardsJun 01, 2023
Meet JCK’s 2023 Keynote Speaker

The jewelry trade show also will debut educational content centered around social media.

Lauren K gold and gemstone rings
TrendsMay 31, 2023
Here’s a Sneak Peek of New Jewelry to Check Out at JCK

Luxury kicks off today, with the full show in swing on Friday.

A pearl pendant and a pearl ring
CollectionsMay 31, 2023
Verragio’s Debut Fine Jewelry Collections Honor Company Heritage

One of the three new collections was inspired by the legend of a woman who traded her mansion to Cartier for two strands of natural pearls.

Rob Ballew
MajorsMay 31, 2023
Signet Jewelers Names New Head of Investor Relations

Rob Ballew will be tasked with communicating the jewelry giant’s plans and financial performance to investors.

Mobile mock-up screens of the new LUX Digital Vault app from Jewelers Mutual Group
MajorsMay 31, 2023
Jewelers Mutual Launches App for Retailers, Introduces New Brokerage

With the app, customers receive a 15-day insurance offer on new purchases while their coverage needs are being evaluated.

Rendering of Lightbox lab-grown diamond store in House of Showfields
Lab-GrownMay 30, 2023
Lightbox Is Testing Out a Trendy Concept Shop in Brooklyn

It is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.

Attendees at the JCK Las Vegas show
Events & AwardsMay 30, 2023
These Are the Can’t-Miss JCK Talks Education Sessions

From consumer trends to retail technology, these are the JCK Talks sessions that should be on attendees’ radar.

Constance “Connie” Barber Mellon’s David Webb Elephant Clip-Brooch
AuctionsMay 30, 2023
Sotheby’s to Auction Mellon Family Jewelry

Signature pieces from Cartier and David Webb will appear in the June jewelry auction.

Georgie Gleim, Shelly Sergent, and Molly Peterson
Events & AwardsMay 30, 2023
24 Karat Club of Southern California Recognizes 3 Honorees

They will be celebrated at the annual dinner dance and gala in the fall.

Historic and modern photos of diamond grading GIA
GradingMay 26, 2023
State of the Diamond Industry: AI and the Future of Diamond Grading

Gemologists have long used machines in diamond grading but technology has made it possible for them to “learn” how to do it on their own.

Supplier Spotlight Webinar John Pollard and Garry Holloway
Recorded WebinarsMay 26, 2023
Watch: Diamond Cut Quality: The Final Frontier Part 2

Supplier Spotlight Sponsored by IGI

My Next Question webinar series episode on selling lab-grown diamonds
Recorded WebinarsMay 26, 2023
Natural and Lab-Grown Diamonds: What It’s Like to Sell Both

Watch retailers Jeffery Bolling and Bobby Bengivengo discuss employee training, customer education and the sticky subject of future value.

Models wearing Calvin Klein watches and jewelry
FinancialsMay 26, 2023
Movado Sales Slip in Q1 Amid Inflation Woes, Tough Comps

The company has plans to revamp the Movado brand and offer less expensive watches this year.

Bulgari necklace set with 118.35-carat unheated Sri Lankan sapphire
AuctionsMay 26, 2023
Piece of the Week: A Bulgari Sapphire and Diamond Necklace

Set with a 118-carat unheated Sri Lankan sapphire, it just sold for $3.4 million at Phillips jewelry auction in Hong Kong.

noamcarver-videoimage.png
Supplier BulletinMay 25, 2023
RAE Fine Jewelry Collection Debuting at JCK Luxury 2023

Sponsored by Noam Carver

Graphic of phishing scheme
TechnologyMay 25, 2023
State of Retail: Why Jewelers Need to Invest in Cybersecurity Now

As cybercrime incidents threaten the industry, jewelers need to know what they’re up against and the best ways to protect their businesses.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy