Valentine's Day Tips
Valentine's Day is next month, which means it's time to prepare
your special events and promotions. Below, courtesy of the
JCK Retail Panel, are 15 tips and ideas to help your customers
honor their valentines
1. Team up Collaborate with noncompeting stores (e.g., flower
shop, candy store) and offer a special package if customers
visit any of the participating stores, or offer gift cards
for local restaurants.
2. Commit yourself Remember that right-hand rings—whether
diamond, colored gemstone, moissanite, or pearl—can also
be used as engagement or commitment rings.
3. Run promos Consider a "Perfect Proposal Contest"
(start in January and announce winners on Valentine's Day),
"Love Yourself" for self-purchasers, a "Customer
Appreciation Sale," or ones that include gift-giving
ideas.
4. Be bubbly Invite customers to a champagne brunch or hold
martini or wine-and-cheese parties.
5. Get gifted Offer a romantic present—candles, teddy
bears, chocolates, etc.—with a purchase of $200 or more,
or a package that includes a fresh or gold-dipped rose, a
promotional gift, and candy.
6. Money talks Send customers a $25 gift check or offer $100
off for a minimum purchase of $500.
7. Freebies! Offer complimentary items or services such as
delivery, gift wrapping, shipping, or jewelry cleaner.
8. Bloom with roses Give one to customers as they enter your
store or a dozen long stems with any purchase made in the
first two weeks of February. Alternatively, carry gold-plated
versions.
9. A man's world Promote cufflinks and make window displays
attractive to men.
10. Make it special Hold a designer trunk show or highlight
custom jewelry offerings.
11. It's a draw Hold a drawing for a trip to a resort, a one-of-a-kind
designer jewelry item, or have one every hour for a free gift.
12. Be Generation Next Capture future customers—the teenage
market—with trendy, inexpensive jewelry; carry non-jewelry
items such as jeweled picture frames, music boxes, or musical
clocks; present special Valentine's Day gifts for $250 and
under.
13. Don't be subtle Create wish lists for your customers and
call or send e-mails to their spouses or partners with wish
list attached; give customers diamond-shape magnets—and
suggest they use it to attach a note about buying a jewelry
gift; have "hint" cards that customers can fill
out and leave in strategic places.
14. Pamper them For special clients, offer appointments at
their place of business. For engagement-ring purchasers, offer
dinner at a fine restaurant or a free limo ride. Offer to
hold weddings on-site.
15. Who needs couples? Hold a "Singles Night" and
make it a benefit for the American Heart Association.
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