November 15, 2017
martha seely drukker sterling silver earringsMartha Seely "Swing on a Star" sterling silver earrings (left); Drukker sterling silver earrings with cultured pearls and white cubic zirconia (right)
The outlook is very positive…. let silver lead the way with eight tips on how to maximize your holiday sales.

According to a new survey from the International Council of Shopping Centers (ICSC) consumers are expected to spend about $728.40 on gifts and other items which is a 3.8 percent year-over-year growth in retail sales for this holiday season. In addition, new ICSC research shows that consumers will be making purchases through a variety of channels including in the store, online and click and collect. In fact, 96% of shoppers’ plan to make a purchase from a retailer who has both a physical and an online presence, with 91% of shoppers buying at physical locations. The annual Holiday Shopping Intentions findings prove that consumers are very optimistic this holiday season and that the physical retail store remains the cornerstone for retail sales.

Here are eight tips from the Silver Promotion Service to get ready for a successful sales season:

Fine-tune your website.

With many sales beginning with online research -- think of your website as your first connection with the consumer -- be sure that it has the same look and feel as your store and that your sales associates are aware of what is being featured there.

Sterling Tip:
update the site to include holiday messaging and show a few great silver pieces.

Guide your customers' experience: online and in-store

Organize your products in a way that makes it easy for customers to zero in on what they're looking for. Group items into categories such as "Gifts for Her," "Gifts for Him," "Gifts under $X " etc.

Sterling Tip:
54% of jewelers say that silver delivers the best inventory turn compared with diamonds (17%), gold (10%) and platinum (2%).

Offer gift certificates

Many buyers don't know exactly what to get, and a gift certificate /card is a great alternative. The average gift card user ends up spending an extra 20 percent beyond the value of the card and can bring in new business well after the hectic holiday season.

Sterling Tip:
this is a terrific opportunity to capture yet another new customer.

Offer gift wrapping.

Many customers don’t have time to wrap their purchases – you can even offer to hold the gift so that spying eyes don’t find it before the big day. By providing this service, you add value to your products and gain a competitive edge.

Sterling Tip:
89% of retailers surveyed believe the the current silver boom will continue for the next several years.

Gabriel & Co silver 925 necklace with black spinel (left); Alex Woo "Elements" sidebar pendant with sterling silver and pink swarovski sapphires (right)Gabriel & Co silver 925 necklace with black spinel (left); Alex Woo "Elements" sidebar pendant with sterling silver and pink swarovski sapphires (right)

Build an email campaign around the holidays.

Use your newsletters and emails to share gift tips and announce special sales. Mix informational newsletters with promotions and product specials.

Sterling Tip:
40% of retailers reported that the best price point for silver is the $100-$500 range.

Focus on promotions that add value

Don’t cannibalize your margins by developing promotions that focus on price. Instead, look for ways to deliver value. Free gift wrapping with a minimum purchase is one example or an “enter to win” opportunity with any instore purchase.

Sterling Tip:
49% of retail jewelers say silver maintains the best margins during the holiday season.

Showcase your holiday promotions and events on social media.

Shine on social media Use Twitter, Facebook and other social sites.Be careful not to make it all about the hard sell. Appeal to the senses using timely rich media like photos and video

Sterling Tip:
72% say that silver is important to their business.

Team up with other businesses

Show your holiday spirit by teaming with other businesses for a sidewalk event or parade of stores. Think of ways to entice shoppers to visit each participating store or restaurant. Hand out punch cards and encourage customers to get them stamped at each business for the chance to win a prize.

Sterling Tip: 57% of retail jewelers say silver jewelry holiday sales increased over the prior year.

This article was provided by the Silver Promotion Service (SPS) and was written by Gloria Maccaroni, Director of Brand Development for SPS. SPS provides programs and press opportunities to enhance the awareness of silver jewelry and promote the collections of Savor Silver brand members. Visit for more information on Savor Silver brands.

Statistics: 2016 Retailer Survey conducted by INSTORE Magazine.
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