CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
ColumnistsJul 27, 2020
Squirrel Spotting: The Need for an Early Christmas
With COVID-19 creating so much uncertainty, retailers need to get in the Christmas spirit sooner rather than later this year, Peter Smith writes.
Peter Smith is president of Memoire and Hearts On Fire. He is author of two books, “Hiring Squirrels,” and “Sell Something.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
In the 1947 classic “Miracle on 34th Street,” Edmund Glenn, playing Santa Claus, says to Maureen O’Hara’s character, “Oh, Christmas isn’t just a day, it’s a frame of mind.”
While I generally share that sentiment, I have long resented the presence of Christmas decorations and signs about holiday deals in retail stores long before our annual apple-picking pilgrimage in the fall.
For me, it represented desperation at best and, at worst, predatory marketing.
The early-Christmas craze was not usually a thing in jewelry stores, but very much so at the larger big-box stores.
This year, you can throw that whole it’s-too-early-for-Christmas sentiment out the window; as far as I’m concerned, we can’t get into the Christmas spirit soon enough.
Black Friday is not going to be Black Friday. The idea that huge numbers of people will be excited about crowding into stores during a global pandemic is not likely to happen.
Cyber Monday is probably not going to be as important this year, given the shift to more regular e-commerce activity in recent months creating less need for an “event” on the Monday after Thanksgiving to accelerate e-commerce activities.
There has been some talk of creating an event for retailers around Oct. 10 (10/10), and certainly anything that galvanizes communication and creates awareness for the retail community would be very welcomed.
So, if things have changed to the extent that we can no longer expect a significant uptick in store visits in November and December, what should jewelers do about that?
In short, get in the spirit of Christmas, and get there sooner rather than later.
There is a fine line between predatory and pragmatic marketing and retailers need to be sensitive and empathetic, but we have no idea what the coming weeks and months will hold.
Expecting more than 20 percent of our business to arrive in December may not be a good strategy.
We obviously don’t have the luxury of knowing that retail will be fully open and operational given the surge in COVID-19 cases across the country, including California, Florida, Arizona and Texas.
We have seen Apple and Saks Fifth Avenue, among others, start to close stores again, having just recently emerged from the first shutdown.
And, as of last Monday, indoor malls in California were closed and nonessential retail could offer curbside pickup only.
Independent retailers have shown remarkable resilience and grit thus far.
While I generally share that sentiment, I have long resented the presence of Christmas decorations and signs about holiday deals in retail stores long before our annual apple-picking pilgrimage in the fall.
For me, it represented desperation at best and, at worst, predatory marketing.
The early-Christmas craze was not usually a thing in jewelry stores, but very much so at the larger big-box stores.
This year, you can throw that whole it’s-too-early-for-Christmas sentiment out the window; as far as I’m concerned, we can’t get into the Christmas spirit soon enough.
Black Friday is not going to be Black Friday. The idea that huge numbers of people will be excited about crowding into stores during a global pandemic is not likely to happen.
Cyber Monday is probably not going to be as important this year, given the shift to more regular e-commerce activity in recent months creating less need for an “event” on the Monday after Thanksgiving to accelerate e-commerce activities.
There has been some talk of creating an event for retailers around Oct. 10 (10/10), and certainly anything that galvanizes communication and creates awareness for the retail community would be very welcomed.
So, if things have changed to the extent that we can no longer expect a significant uptick in store visits in November and December, what should jewelers do about that?
In short, get in the spirit of Christmas, and get there sooner rather than later.
There is a fine line between predatory and pragmatic marketing and retailers need to be sensitive and empathetic, but we have no idea what the coming weeks and months will hold.
Expecting more than 20 percent of our business to arrive in December may not be a good strategy.
We obviously don’t have the luxury of knowing that retail will be fully open and operational given the surge in COVID-19 cases across the country, including California, Florida, Arizona and Texas.
We have seen Apple and Saks Fifth Avenue, among others, start to close stores again, having just recently emerged from the first shutdown.
And, as of last Monday, indoor malls in California were closed and nonessential retail could offer curbside pickup only.
Independent retailers have shown remarkable resilience and grit thus far.
Editors' Picks
Sponsored by
Through e-commerce, live-streaming, home delivery, curbside pickup, etc., most have managed to make lemonade from the worst kind of lemons.
That kind of tenacity and drive will be essential in appropriately and sensitively reaching out to customers to let them know that you have a plan to ensure their needs now and for Christmas will be taken care of, no matter what the retail situation is come holiday time.
The communication could be as simple as: “Given the uncertainty surrounding COVID-19, we want you to know that we are here to ensure that your needs, from now through the holiday season, will be a priority for us.”
Retailers could then communicate some options for customers including:
- Select and hold merchandise;
- Delivery at a future date;
- Options to place a deposit and pay later;
- Gift with early purchase;
- Private in-store appointments;
- Curbside pickup at a future date;
- Concierge service;
- Touchless payment; and
- Private events featuring special pieces from preferred vendors.
In many respects, the communication itself is the message. The content does not have to be ground-breaking or even that original.
Proactively reaching out to customers to let them know you are thinking about their needs, their convenience and the fact that this coming Christmas will likely be more challenging than any before can be enough to help secure early holiday business.
The last point I will make is to stay aware of any developments that are driven by Amazon, the majors, or, as previously mentioned, if there is a push outside of jewelry to make 10/10 a thing.
Attaching your own message to one that seems appropriate—especially if it has a spend against it—can make short dollars go a lot farther than they otherwise would.
Unlike holiday movies in modern times, “Miracle on 34th Street” was not released at Christmas. It was, in fact, released in June of 1947.
That early release date might serve as an interesting metaphor for jewelry retailing for Christmas 2020—start early and communicate often.
Proactively reaching out to customers to let them know you are thinking about their needs, their convenience and the fact that this coming Christmas will likely be more challenging than any before can be enough to help secure early holiday business.
The last point I will make is to stay aware of any developments that are driven by Amazon, the majors, or, as previously mentioned, if there is a push outside of jewelry to make 10/10 a thing.
Attaching your own message to one that seems appropriate—especially if it has a spend against it—can make short dollars go a lot farther than they otherwise would.
Unlike holiday movies in modern times, “Miracle on 34th Street” was not released at Christmas. It was, in fact, released in June of 1947.
That early release date might serve as an interesting metaphor for jewelry retailing for Christmas 2020—start early and communicate often.
More on Columnists
The Latest
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
CollectionsJan 27, 2026
De Beers London, GemFair Debut New Collection Highlighting Artisanal DiamondsThe collection marks the first time GemFair’s artisanal diamonds will be brought directly to consumers.
SourcingJan 27, 2026
GemGuide Launches Pricing for Montana SapphiresThe initial charts are for blue, teal, and green material, each grouped into three charts categorized as good, fine, and extra fine.
TechnologyJan 27, 2026
Clientbook Launches Appointment Booking ToolThe new tool can assign the appropriate associate based on the client or appointment type and automate personalized text message follow-ups.
SourcingJan 26, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
SourcingJan 26, 2026
Angolan Diamond Cos. Join NDC as Rio Tinto, Murowa Exit Endiama and Sodiam will contribute money to the marketing of natural diamonds as new members of the Natural Diamond Council.
MajorsJan 26, 2026
Francesca’s To Close All StoresThe retailer operates more than 450 boutiques across 45 states, according to its website.
MajorsJan 26, 2026
BIJC Names 5 New Board MembersThe new members’ skills span communications, business development, advocacy, and industry leadership.
CollectionsJan 26, 2026
Tiffany & Co. Celebrates 189 Years of Love StoriesThe jeweler’s 2026 Valentine’s Day campaign, “Celebrating Love Stories Since 1837,” includes a short firm starring actress Adria Arjona.
GradingJan 26, 2026
DCA Updates Colored Gemstone CourseThe new features include interactive flashcards and scenario-based roleplay with AI tools.
MajorsJan 23, 2026
Watches of Switzerland Acquires 4-Store Jewelry Chain in TexasFamily-owned jewelry and watch retailer Deutsch & Deutsch has stores in El Paso, Laredo, McAllen, and Victoria.
WatchesJan 23, 2026
Damiani Group to Acquire Baume & MercierThe Italian luxury company purchased the nearly 200-year-old Swiss watch brand from Richemont.
TrendsJan 23, 2026
Martin Katz’s Earrings Call to Mind Wintry Weather Micro-set with hundreds of diamonds, these snowflake earrings recreate “winter’s most elegant silhouette,” and are our Piece of the Week.
MajorsJan 23, 2026
Rembrandt Charms Names New Director of Creative, Brand StrategyElla Blum was appointed to the newly created role.
Supplier BulletinJan 22, 2026
The Rise of Centralized Sourcing in the Colored Gemstone MarketSponsored by RapNet
MajorsJan 22, 2026
Lugano Diamonds Finds a BuyerInvestment firm Enhanced Retail Funding, a division of Gordon Brothers, was the successful bidder.
SourcingJan 22, 2026
De Beers To Release ‘A Diamond Is Forever’ BookIt explores the history of the iconic tagline and the company’s strategy to redefine the role of diamonds in society.
MajorsJan 22, 2026
Swarovski Appoints New North America PresidentRetail veteran Sindhu Culas has stepped into the role.
