Seasonal marketing campaigns have saved the sales for many e-commerce and retail stores and now it’s a trend in the jewelry industry too. That’s because there are a majority of shoppers who spend solely for special occasions. After years of working in the jewelry industry, we have seen the tides here. Today, I will teach you the six major seasonal shoppers in jewelry so that you can turn them into year-round returning customers.
There are a handful of seasons that trigger shopping because people are getting ready buying jewelry for themselves or buying gifts for others. Jewelry Shoppers who buy by date or during special seasons are referred to as seasonal shoppers. They are looking for big discounts, clearance sales, and slashed prices.
If your aim is setting up shop exclusively during seasons, it can work because almost a quarter of jewelry sales are completed in the holiday season. Alternatively, you can introduce your special holiday line of jewels via social media to connect with the seasonal shopper.
Holiday seasons and special days can drive up the sales drastically if you can impress your target audience with a holiday-themed piece for themselves or as gifts for others. During holidays, your customers are inclined to buy more and we will help you crack the secrets of seasonal shopping so that you can do just that.
I have outlined the key seasons in the jewelry industry so that you can predict what your target audience needs and wants.
The dream seasonal for jewelry shops everywhere, holiday rakes in the lion’s share of annual sales. It is the time before Christmas, circa November to January covering Christmas to New Year. Forbes reports here that 20% of annual sales for a jewelry shop is made during the month of December. While the holiday season extends into January for New Year, Christmas is the time most jewelry is sold.
Do you know the Saturday before Christmas is called ‘Super Saturday’ in the retail world? In the U.S alone, jewelry sales rose by 5.9% in one year during the holiday season. According to the combined Survey of NRF and Deloitte on the Forbes article quoted above, up to 25% holiday gifters expect to give or get jewelry as the Christmas presents.
If your jewelry is contoured for holiday sales, your target audience is definitely the Winter Shopper. You can use Christmas colors and holiday campaigns with discount coupons or even a countdown timer on your website to rake the sales in this season.
After the holidays, it is time for love. The most romantic season, February 2018 saw a total of 20 billion USD sales in the U.S alone. From proposing to promising love, there are 20% of people buy jewelry on Valentines with a total spend of $4.3 Billion USD.
If your target audience is Valentine’s shopper, you need to transform your website graphics and content to attract and impress. You need to make an emotional connection with such a shopper. Thematic designs using the color red and content marketing with love as the focus keyword can skyrocket the sales in jewelry during February. Using models and stories or special discounts and giveaways works well too.
You can use the holidays to convert diverse customer personas. Sending emails informing about the sales and discounts to your customer base amplifies your profits during this time.
There is a universal season called the birthday season. To each, their own. However, the general consensus is that birthday season starts Friday evening before your birthday and ends the Sunday evening after your birthday.
Almost all of us shop on or around the birthdate, not just for us, but others too. Grooming your content around birthday specials or creating a Birthday Club with special discounts can drive the seasonal shopper to buy from you.
One of the main calendar event, Mother’s Day is celebrated on 13th May everywhere except U.K, where it falls on 25th March. Mother’s Day in May falls after the tax collection in the U.S. It is an ideal time for seasonal shoppers to buy jewelry gifts for mothers.
Statistics state that $4.6 Billion USD was spent on jewelry during Mother’s Day sales in the U.S alone. The average spends according to the statistics is $186 per buyer. Discounts in prices with coupons drove 40% sales in the U.S on this day with 29% purchases coming from impulse shoppers.
Moms in the U.S prefer jewelry as the best gift for Mother’s Day. You need to design the website with graphics and content showcasing rings for mothers or jewelry that fits as gifts for Mother’s Day.
The interesting fact is people buy jewelry for their mother as well as role models who are like mothers too. So, one customer might invest in multiple mother’s day gifts. There are categories such as for ‘New Moms’, ‘Grand Moms’, ‘Mother-In-Laws’ and ‘Mommies in jewelry that you can explore when you’re designing WithJK.
Religious events and functions ranging from weddings to get-togethers, anniversaries, bar-mitzvah or holy communions are times people spend money on jewelry. Shoppers buy jewelry for themselves or as gifts during this time. While most dates are subjective, the season of holy communions are bar-mitzvahs can be aligned together according to the religious dates.
If your jewelry is aimed at these events, create seasonal coupons or gift cards with purchase credits. Graduation is yet another ceremony where jewelry sales spike too.
Halloween to Thanksgiving is another prime season of shopping frenzy thanks to BCFM (Black Friday Cyber Monday). This is a season that the market expects you to feature breathtaking jewelry they can buy on impulse with great discounts.
Your designs are important as much as the slashed prices if you’re targeting the fall customer. This shopper is focused on discounts when buying jewelry during Thanksgiving. So, make it worthwhile with sales.
Saving time with online shopping is a well-accepted fact now. Clubbed with discounts, you can convert your seasonal shopper into a loyal fan of your brand. If you’re thinking of starting your own line of jewelry, you need the expert’s handbook to starting a jewelry business written by jewelry pros here.
Jewelry is a purchase that gifts as well as invests in. If you strategize right, your online jewelry will give you surprising profits. Consult us with a comment below if you’re pondering about seasonal shoppers …
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