Running a Sale is Much More than Discounting

Jeff Gordon
May 18, 2023

Jewelers needlessly shy away from sale events because they fear the impact that a sale can have on their business image and their customers’ expectations. But a well-planned and well-orchestrated sale event can be a terrific boom to your business because it’s so much more than simply discounting products.

When we conduct a sale for independent fine jewelers, the impact of a focused advertising mix becomes the heart and soul of the sale. You’ll learn what works and what doesn’t in your market in a way that you could never learn on your own. It is truly enlightening. You will also draw not only your loyal customers, but new people who had never before crossed your threshold. On average, 30% of all buyers during your sale will be new to your store and now part of your future marketing efforts. The awareness you create for your store in the community is unrivaled during a sale event.

Major sale events gain particularly great results when you haven’t conducted sales on any regular basis. Not only are you able to eliminate unwanted, aged merchandise, you are making people happy that they can get unique deals during a limited-time period. The satisfaction and peace of mind that comes from such a sale cannot be measured, but the cash flow and profitability can. If you have ever considered retirement, moving your store, closing it down, or simply eliminating unproductive inventory, there has never been a better time to do it.  Contact me right away for a free, no-obligation consultation.


Jeff Gordon, CEO