How to Increase your sales this Christmas: 8 Festive Marketing & Sales Ideas for Jewellers
Counterintuitively, Christmas isn’t always the busiest period for jewellery brands. Have you ever wondered why your jewellery brand isn’t making sales at Christmas? Or Googled how to make more jewellery sales online? You really can reinvigorate your marketing and sales strategy to turn this around. There are so many great opportunities to entice your audience to come back to you or inspire them to finally invest in you for the first time.
If you’re stuck for marketing and sales ideas, this list is for you!
1. Gift Guides
I’ve said it once, I’ll say it again! Gift guides are a great way to help your audience towards a purchase. Choosing gifts can be so tricky so make life as easy as possible for those considering buying from you! Create themed gift guides that highlight your jewellery pieces as a must have Christmas gift. Share these on your website, social media, and via email. Think '“gifts under £300” or “gifts for him”, something your audience will actually be searching for.
2. Email Marketing
Plan a series of festive gifting themed emails to send out to your mailing list. Include your gift guides, links to festive blogs, exclusive offers and make sure your order deadlines are clear. Upsell by encouraging people to buy sets of multiple items rather than single items to increase your order value. Offer styling tips of how to wear your jewellery during festive gatherings to encourage self gifting. After your order deadlines have passed, make sure your subscribers, who have left it to the last minute, know about your gift cards or vouchers.
3. Personalisation and Customisation
It is likely too late to create new gift focused product but consider whether some of your pieces can be made more personal. Provide options for engraving or customisation with options like birthstones to allow customers to create unique and personal gifts for their loved ones.
4. Create Urgency
Are you considering retiring some of your designs in the new year? Make sure your audience know these piece will not be available into the new year. This creates urgency and encourages customers to make a purchase before the pieces sell out.
5. Open your Studio
Host shopping events at your studio for loyal customers. This enhances engagement and encourages sales. They get to see behind the scenes, there are no market or venue hire charges to you and maybe you’ll sell all those samples you’ve had for ages but still haven’t gotten up on your website!
6. Last minute markets
Often if you get in touch with the organisers of markets and exhibitions last minute there will have been cancelations so you could nab any open spots at a discounted rate. Bring your cheapest items for those easy buy customers who may not be your ideal audience.
7. Collaborations with Local Artists
Use their pieces in your imagery or display your jewellery in their shops. Be creative and dream up ideas that resonate with the festive spirit and support community engagement.
8. Charity Donations
Create a campaign where a percentage of sales from specific items or day goes to a charity. Promote this to resonate with customers looking to give back during the holiday season. Charities are unlikely to formally partner with you at this late stage so just make the donation after all the sales have been tallied up. Do not forget to actually donate the right amount though!
Not all of these ideas will suit you and your brand. But whatever marketing you do this Christmas make sure it can be measured and review how it went in the new year to learn and improve on it next year. If you missed it I previously compiled a list of 8 ideas for jewellers to post on social media over the festive period. And in preparation for next year, you can check out festive period preparations for jewellery brands.
If you feel like it’s time to get support in your business or you have questions about this blog post, you can always book a FREE discovery call or get in touch. Plus you can follow me on Instagram for more regular jewellery industry & e-commerce insights & actionable advice.
