Costume Jewellery

Jewellery stores offered advice for a very different Valentine’s

Valentine’s Day is once again coming up, and it’s likely to be a very different affair to February 14th last year (in the heady days before the whole world changed).

With all but essential shops closed, jewellery retailers aren’t going to be able to use traditional methods to tempt their customers with the accessories that may be suitable as gifts for loved ones.

However, that doesn’t mean the potential market is lost completely. According to Currencies Direct, Valentine’s Day 2020 saw shoppers spending an average of £49 each on the day of love. Since we’re all in lockdown for 2021 (and therefore can’t go out for fancy meals or shop for physical presents), that money could well be transferred to online spending.

In an interview with Retail Jeweller, marketing expert at Visualsoft Emma Thompson said she believes internet-based gift purchases will be far higher in 2021 as people seek new ways to show they care on the day of love.

She recommended that jewellery businesses prepare their websites now if they are to capitalise on this anticipated spike and translate it into higher sales of Valentine’s pieces such as necklaces, earrings and bracelets for Lockdown 3.

Ms Thompson had three tips for shops whose physical outlets are closed but are able to run a retail website:

1.       Ensure a user-friendly site (or risk purchases being abandoned part-way through)

2.       Promote your products with great images and photography

3.       Offer promotional incentives to encourage purchases now and ensure repeat visits for other special occasions at a later date.

“Even with the ongoing restrictions, jewellery businesses can continue to thrive online and increase sales over the upcoming socially distanced Valentine’s period,” the expert concluded.

However long this closure lasts, we at Majique want to remind our valued retailers that we’re here for you and that we continue to offer all the accessories you need to keep selling to your own customers online.

During the last lockdown, we published a blog featuring tips on how to make the most of online sales opportunities, which you can revisit here if you’re in need of a little help. You can also get a head start and stock up on heart-themed necklaces here.

Let’s spread some love now and fingers crossed the restrictions won’t last much longer.