October 25, 2018
The outlook is very positive . . . let silver lead the way! The Silver Promotion Service offers nine priceless tips to make your holiday jewelry sales shine.

The National Retail Federation reports that retail sales will rise between 3.8-4.4% this year over 2017 on the back of robust consumer confidence and low unemployment. If this projection is realized, it will be better than 2017’s retail sales, which rose 3.9%, to $3.53 trillion.
Here are a few pointers to get ready for a successful sales season:

1. Finetune your website.

With many sales beginning with on line research, think of your website as your first connection with the consumer. Be sure that it has the same look and feel 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.

martha seely earrings transition 600x300Martha Seely Transition earrings with Tahitian pearl

2. 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: 57% of retailers said silver delivered the best inventory turn in 2017; 195 said diamonds; 12% bridal;12% gold.

alex woo necklace 600x300Alex Woo x Smith & Cult Autograph Letter A necklace in "A Little Lovely"

3. 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% beyond the value of the card and can bring in business well after the hectic holiday season.
Sterling Tip: This is a terrific opportunity to capture yet another new customer.

lika behar cuff 600x300Lika Behar Twist open cuff bracelet in hammered sterling silver

4. 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 store's image and gain a competitive edge.
Sterling Tip: 93% of retailers surveyed are optimistic that the current silver boom will continue for the next several years. 56% are "very" optimistic.

samuel b bracelet 600x300Samuel B. Balinese bracelet with 18K gold and semi-precious gemstones

5. 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: 50% of retailers reported that the best price point for silver is in the $100-$500 range.

gabriel co necklace 600x300Gabriel & Co. silver and white sapphire necklace

6. 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 in-store purchase.
Sterling Tip: 51% of retailers say silver maintains the best margins during the holiday season.

pamela zamore ring 600x300 smallerPamela Zamore Lotus cocktail ring in sterling silver and moonstone

7. Shine on social media.

Use Twitter, Facebook and other social sites to showcase your holiday promotions and events. 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: 79% of retailers say that silver is important to their business.

martha seely earrings comet 600x300Martha Seely Comet earrings with blue quartz and peridot

8. Team up with other businesses.

Show your holiday spirit by teaming up 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: 56% of retail jewelers say their silver jewelry holiday sales increased over the prior year.

korite ring 600x300 smallerKORITE Taylor ring

The Ultimate Sterling Tip: Stock up on the key styles shown here as they are sure to be holiday favorites!

This article was written by Gloria Maccaroni, Director of Brand development for the Silver Promotion Service (SPS). SPS, launched in 2008, develops and implements programs designed to enhance the image of and stimulate demand for silver jewelry in major markets. Retailers are encouraged to visit savorsilver.com to find jewelry collections to grow their silver jewelry sales. Brands and designers are selected to participate in the program and can request more information by writing to This email address is being protected from spambots. You need JavaScript enabled to view it..
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