The Golden Ticket to Jewelry Sales

The winter holidays are upon us, and this means that there is more for you to prepare for than the family Christmas dinner, for all its warmth and joy. This is the prime time to ride the festive tide and grow your business.

According to ZACKS market research, the 2018 November-December period saw jewelry among the sectors that enjoyed a 7-10% spike in sales. The company also registered a surge in e-commerce, so for all of you Internet-savvy jewelers, this is the time to go wild.

The holidays season specials

  • Main events. There are more than 20 events you will find in the For jewelry we target Black Friday (29 November this year), Christmas (24. December), New Year (31 December) and Valentines (14 February). There are many more, such as Cyber Monday, Green Monday, Boxing day etc, but they are less about jewelry. With that, smaller events like Halloween (31 October) can be more relevant for jewelry. 
  • Buying seasons. Here, it’s about your jewelry, location and logistics. Naturally, more extensive jewelry, bought locally, means better shipping, than cheap jewelry purchased from other continents. So, for the $50 fashion jewelry with international shipping, the 3-4 week delivery is quite normal, and the purchases start in early September, while the $1200 diamond rings is expected with 2-3 days delivery maximum, and can be purchased also a week before the event. 
  • It’s winter time
    • Carrier and fulfillment loads. Holidays season means more sales, means shipping carriers get overloaded with work, and same with logistic centers. Some of them, like FBA even announce slower shipment time in the peaks (and deserve a thumbs up for the integrity). Take into account your jewelry will ship more slowly than usual. 
    • Weather. Yes, it’s winter time. Аnd every year something goes wrong on the roads or in the air, and delivery gets stuck. This remark is especially important for jewelers from warm countries 🙂

Making The Most Of It

To make a good use of this opportunity, you need solid holiday marketing strategies – so here are some ideas for you to consider:

  • Adjust your product line. More spot on holidays relation. Some jewelry is more relevant to the specific holidays. If you can relate the jewelry to the occasion, this is the time. Naturally, the snowflake earrings will work best before Christmas, and a Love-shaped pendant will sell before Valentines day. With some imagination, any earring can get a “winter-inspired design”. Would you position to position your gottic jewelry as a Halloween jewelry? 🙂
    • Religious jewelry. There is much more than the Christian holidays in this  month. Jewish Chanukka adds to sales. Islamic holidays are far from the season in 2019. Look for opportunities. 
  • Brand your jewelry for holidays. Selling jewelry is not just selling a product. It’s creating the experience of buying something special.  Adjust it to the holiday, and you win! Some ideas:
    • Add a designed holiday gift card
    • Showcase your jewelry box in the relevant atmosphere (,aybe below a Christmas tree?) 
    • Update the promotional content with “Special Christmas sale” and simple clear message
  • Invest in promoting and advertising. Some of the research suggests that organic results can be hard to get in the holiday season, since the competition is too high amid all the holiday marketing extravaganza. Consider spending some money on targeted ads to bolster your sales.
    • Aggressive sales – December is the last chance, both for sellers and buyers. “Boom” coupons and discounts, killer sales for existing clients – is the time!
    • Remember the search engines – “XMass gift”, “Christmas jewelry”, “Christmas gift” tags are relevant. Religious holidays are a great opportunity for selling jewelry online
  • Be human. Millennials, the driving force in the market, are less about brands and more about identity, so don’t shy away from showing yours. An Instagram Halloween costume competition, or a New Year discount coupon sent with a brief thank-you letter to your top 50 customers can take you a long way.
  • Offer fast shipping. People aren’t perfect. And sometimes, they forget to prepare gifts for the holidays to their beloved (like the author of this article). This means, you can await a peak of “save my relations” letters just before the holidays. And if you can help your buyers with a quick shipment, your sales stats win.
    • Closer to December, clients late with their gifts become desperate and ready to pay double for the fast  delivery. Offer super-fast shipping , if your overnight shipping costs more than the product itself – it’s OK.
  • Know your customer – and your platforms. Make sure you keep an eye on the stats for both your ads and channels to see which ones bring you deals, and which ones don’t. It might sound like too much, given all the holiday buzz, somake sure to have the right tools to analyze the numbers.
      • Marketplaces do their research too. Check your seller dashboards for the recommendations, doing what your host expects for you can pay off. 
  • Spread the workload. Holiday season is about selling, not about planning. If you’re re-doing your product descriptions, store sections, improving images during the sales season – you’re losing money. Have your strategy, required content, list of actions ready before the sales peaks, so that you only execute during the sales season. You should be able to do whatever is necessary, even if you were packing your jewelry for the last 36 hours in a row.


Enjoy selling!