MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
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.
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
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
SourcingMar 25, 2026
Rob Bates Steps Down as JCK News Director After 28 years with JCK, the veteran industry journalist is launching his own publication on Substack called The Jewelry Wire.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
