6 Marketing Tips To Boost Your Jewelry Sales This Father’s Day
By Emmanuel Raheb
Founder and CEO, Smart Age Solutions
June is the time of year when we pause and celebrate just how much Dad means to us. Although Father’s Day traditionally has never been as large a holiday (in terms of consumer spending) as Mother’s Day, things are changing.
Spending for Father’s Day was $17 billion in 2020 and rose to $20.1 billion in 2021, according to the National Retail Federation. In 2022, the number is expected to continue rising.
Even with economic uncertainty, consumers are willing to spend on holidays and special occasions, especially when it’s an important milestone or a gift for a family member. Although recent spending has been reduced elsewhere (due to inflationary pressures), a special moment will always capture the sale.
In recent studies, 75% of Americans plan to celebrate Father’s Day this year, with $174 being the average spend, up an additional $26 the previous year. And it’s not just Dad who’ll be receiving a gift. Of all the Father’s Day gift purchases, 25% of people plan to buy a gift for their husbands and 11% for their sons. If you’re a male in your household, there’s a good chance you’ll receive something special this year!
Father’s Day is always celebrated on the third Sunday of June, giving you plenty of time to plan your store’s marketing campaigns. Here are 6 tips to help boost your jewelry sales this Father’s Day.
- Run a Father’s Day Contest
Contests are one of the best opportunities to generate buzz both online and at your physical jewelry store. Running a special contest for Father’s Day is a great way to increase your brand awareness and consumer engagement.
You can ask your audience to tell you about their Dad and what makes him special. What’s his story? What do you want people to know about him? Why is he a great guy? With a contest, you can make it interactive and have your customers submit their story along with photos and video.
The best part about running a Father’s Day contest is that it allows you to create a genuine connection with your audience. The more heartwarming and engaging the story, the more chances it will be shared and go viral, further promoting your jewelry store. Everyone’s a winner!
- Create An Email Marketing Campaign
Email marketing continues to remain the most profitable way to generate new sales and grow your jewelry business. It’s important that if you don’t have an email list already...you create one. You should be gathering names and emails of potential customers all year round.
During the months leading up to Father’s Day, you’ll want to highlight your jewelry styles for men and show what you have to offer. Ask your staff to help you generate content ideas and see what they come up with. Oftentimes, it’s the most junior sales associate who creates the winning campaign!
Don’t worry if your email marketing is not perfect. It’s more important to be in front of your audience, than not at all. You want them to remember your jewelry store as Father’s Day approaches.
Within your emails, you can also add promo code offers from your website and “in-store only” specials and watch your Father’s Day sales skyrocket!
- Add A Special Touch To Your Jewelry Store’s Presentation
How you present your jewelry styles within your showcase says not only a lot about you, but also how you view your customers. Create a special mens-only area. Use Father’s Day signage and remind customers that the day is quickly approaching.
Also, consider personalizing the buying experience with free custom engraving, a free gift, or even a simple handwritten thank you note, to make the customer feel special. Do this with every sale you make (no matter what time of year), and your store will always be remembered.
In today’s world, you have less than 3 seconds to make a first impression. Having a strong jewelry store identity combined with personalized service, solidifies trust with your target audience.
- Redesign Your Facebook Ads To Target Women
When planning your digital marketing campaigns, it’s important to focus on who your target market is. For Father’s Day, it’s women. Remember, that’s who’ll be purchasing the majority of the gifts for Dad, their husband or son. The more accurately you can target daughters, moms and wives, the more successful your Facebook ads will be.
Although most men will also purchase a gift for Dad, it’s typically not jewelry. You can target a small percentage of men, but the majority of your digital marketing campaign should be spent on women. Also, women tend to be more sentimental and are already familiar with the jewelry stores in their area. They can also look for a nice piece of jewelry for themselves and it’s fun!
- Host A Father’s Day Live Event At Your Jewelry Store
Live events are great ways to generate excitement and enthusiasm for your jewelry store. It works equally as well for both in-person as well as online events.
Don’t be discouraged if your past store events have been sparsely attended. With the pandemic ebbing, people are anxious to get out and shop in store again.
For those people who choose to continue to stay home, their money is as good as ever! Remember, they need to buy a gift for Dad too.
Hosting an online jewelry event is a great way to generate buzz and new sales while your customers shop from the convenience of their computer or phone. With online events, you can even take questions from your audience and give them a virtual tour of your showroom -- it’s just like being there! There’s also no reason why you can’t host a hybrid Father’s Day jewelry event and have the best of both worlds.
- Create A Father’s Day Gift Guide To Make It Easy To Shop
Most jewelry stores have too much inventory. They try to be everything to everyone, with a wide selection being their best “selling point”. But, did you know that having too much choice, can actually kill your sales? People easily become overwhelmed when there’s too many styles. Especially, if they’re in a rush to buy a gift.
Create a special Father’s Day gift guide and curate your best-selling jewelry for men and make it easy for people to shop. Be sure to include different price points and both minimal and ornate styles. You want to show at least one piece from each collection, so it gives the buyer a sense of what you have to offer (without it being too overwhelming).
You’ll also want to make sure that you include a variety of product types such as rings, bracelets, necklaces, cuff links, watches and even earrings! You don’t know what will appeal to your audience.
Even if people don’t know what they want, the goal here is to entice the customer into your store. Give them a taste of what they can expect to find. Once inside, you’ll have a better chance of making the sale when you can guide them in person.
By following these 6 marketing tips, you’ll be well-positioned to maximize your sales this Father’s Day. With all the excitement and fresh foot traffic coming into your jewelry store, there’s no reason why you can’t keep Dad’s celebration going all year long!