The holiday season is one that is a busy time of year, and those of us who own a jewelry business is no exception! This is the time of year where we need to play a very important balancing act; that of the marketer and that of the maker.
While I have no doubt that we all have our own unique design style, I do think that holiday marketing tips are valuable, so today I’m going to focus on a few things you can do as a jewelry business owner to plan ahead to make the season more Merry and Bright.
#1: Shipping Cutoff Dates
For anyone who had an online store, shipping is crucial to the business. During the holidays it’s especially important to pay attention to shipping dates; nothing is worse for a customer than to find the perfect gift online, and then realize that they won’t be able to get it in time.
So make your customer’s lives a bit easier by providing shipping information easily without them asking for it. Find the shipping cutoff dates online, and then plan your promotions and posts around this schedule to help increase hype and inform your audience.
#2: Plan Ahead with the Help of a Content Calendar
A content calendar is a MUST this time of year, and I don’t just say that because I swear by mine. Taking the time to thoughtfully plan your efforts will pay off in the long run.
Start by marking in all the big holidays you can think of: Christmas, Hanukkah, Thanksgiving, the winter solstice, etc. Then, add in the important eCommerce days: Black Friday, Cyber Monday, Small Business Saturday, etc. Have any craft shows for the holiday season planned? Add them to the calendar too. Finally, do some research to see what other marketing ideas are out there, and add them to the list and to your calendar.
Now, add in all the marketing activities you want to do around each event and promotion. Don’t forget to add extra time to allow for testing and design creation. By the end, you’ll have a list of action items with realistic due dates so you can start planning ahead.
#3: Extend your Season
The holidays keep creeping earlier and earlier each year which means you should plan to start earlier than you think. Many customers begin doing holiday searching early as well, so it would be smart to start uploading your holiday inventory in the early fall so your items will show as soon as potential customers start searching.
This is also important for SEO and search purposes. Make sure you’re using SEO optimization tools effectively to your advantage by incorporating the proper gift and holiday keywords to your online items and pages.
Don’t forget social media! Both Pinterest and Instagram users may begin searching earlier in the season, so having pictures online early can help drive traffic and sales.
#4: Inventory up to Snuff?
Every jewelry designer has their own style and work ethic. I don’t claim to be the expert, but what I can recommend is that every business owner takes the time to review what they have available in the late summer, and stock up on necessary supplies for the season.
I have personally found that small gifts are perfect for the season, so having lots of earring and bracelet design options works well. Many people want small gifts that are a lower price point, so these items are great to have on hand.
Another great way to bulk up your inventory is by taking advantage of the colors of the season. The holidays are synonymous with gold, red, green, and white, so ensuring you have party-perfect jewelry is an easy way to grab the attention of your customers.
What other tips and tricks have you picked up to use during the holiday season (and all year long)? Leave a comment below and let’s keep the conversation going!