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1. Offer private and virtual appointments.
Even in locales where in-person shopping
is unrestricted, it's important to remember
that not all of your collectors will feel
comfortable shopping in a crowd (or
outside of their home at all!) Offering
options like private and virtual appoint-
ments meets your collectors where they're
at and allows you to seamlessly change
your strategy if needed.
2. Share your cut off dates early and often.
Setting and announcing your cut off dates
well in advance for custom work, shipping,
in-person deliveries, and more will remind
holiday shoppers to get their orders in
early and reduce your holiday stress. Share
these dates in your Instagram stories as a
PS in your emails and wherever else you
connect with your clients.
3. Call or text your top collectors personally.
Identify your top 20% of past clients who
have consistently delivered repeat sales and
referrals to your business, then plan one-on-
one outreach to these extremely important
collectors with a focus on strategic rela-
tionship building – these moments of
connection are about planting seeds, not
making sales.
4. Look at what worked for you last year.
Reflecting on who and what made your
last holiday season successful can offer a
starting point for 2021's planning. Take a
look at past receipts, email open rates, and
Retail Sales
64
www.thejewelrybook.com
5 S teps to Increased Revenue
This Holiday Season
With so many uncertainties ahead in the 2021 holiday season, here are five steps you can
taketo make more sales no matter what this year throws your way.
By Kathleen Cutler
