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

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

Weekly QuizJun 20, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

×

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