AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
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
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
Weekly QuizAug 27, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
FinancialsAug 27, 2026
Movado’s Q2 Sales Up As Younger Consumers Take Interest in WatchesThe fashion watch category was once threatened by the Apple Watch, but consumers are now opting for new wearables, said Movado’s CEO.
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
Lab-GrownAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
