IN THE KNOW
November 2024
Elevating Your Holiday Displays and Merchandising Strategy
Nan Lung Palmer
As the holiday season approaches, the importance of compelling displays and strategic merchandising cannot be overstated. For jewelry retailers, this season is crucial as shoppers seek the perfect gifts that balance beauty, sentimentality, and value. To maximize your holiday sales, it’s essential to curate your displays thoughtfully, aligning them with your store’s brand, price points, and customer expectations. Whether you’re a boutique focusing on silver or a luxury retailer offering designer brands and timepieces, your approach to merchandising can make all the difference.
Curating Your Display: The Foundation of Effective Merchandising
Effective merchandising is about more than just arranging items aesthetically; it’s about telling a story that resonates with your customers. Consider how each piece fits your store’s theme. For those focusing on affordable options, highlight value while keeping style intact. Group pieces by price points, making it easy for customers to find gifts within their budget. Create collections that tell a cohesive story—whether it’s a minimalist gemstone assortment in silver or an architectural-inspired 14K gold line. For high-end retailers, focus on luxury and exclusivity. Showcase best-sellers alongside showstoppers to create buzz and enhance the shopping experience. Curate displays by designer or theme to create continuity and brand identity. The goal is to make every piece feel like it belongs, enhancing its perceived value.
Merchandising According to Price Points and Stories
Organizing your store by price points and stories simplifies the shopping experience while maintaining aesthetics. For example, create sections for different budgets with discreet signage indicating price ranges. Within each section, curate items that share a common theme or style. A “Gifts Under $500” section could feature a mix of silver and gold-plated pieces, while a “Luxury Gifts” section could spotlight 18K gold and designer collections.
Balancing Low-Hanging Fruit and Showstoppers
A well-rounded strategy should include both best-selling pieces (“low-hanging fruit”) and high-impact items (“showstoppers”). Best sellers drive consistent sales and should be displayed prominently for quick, impulse purchases. Showstoppers, on the other hand, add luxury and exclusivity. Position these in prime locations to draw customers in and elevate your store’s overall perception.
Allison-Kaufman Co.
14K gold diamond and
peridot and garnet
necklace
MSRP $2,538
800.800.8908
DOs and Don’ts of Merchandising during Holiday selling season:
DO
“Do what you can, with what you have, where you are”:
This famous quote by Theodore Roosevelt is especially relevant when your holiday budget is tight. Turn your pain points into opportunities by refreshing and reasserting your existing assortment. Present collections to customers even if the products are older. Don’t underestimate the power of a fresh perspective. Create cohesive looks by combining aesthetics, metals, and complementary color schemes, and organize styles by price tiers for faster buy-ins.
Establish a “Make One, Edit One” rule:
When creating or buying products, always have a plan. Ask critical questions like: Who is it for? What is my exit strategy? How will I market this? What is my margin? Will it work with my existing items and collections?
Samuel B
Sterling silver with
marquise cut peridot
drop earrings
MSRP $99
516.455.2615
Martha Seely Design
Double dangle 18K
starburst earrings
diamonds, multi-color
sapphires + tsavorites
MSRP $3,290
617.899.2162
DON'T
Don’t bring in additional designers and brands without a customer in mind:
This ties back to branding and understanding your customer personas. Who is your target clientele? If you’re developing a product, what is the price point, and how will this new collection serve your customers? If you’re buying a new designer brand, ensure you have the open-to-buy (OTB) budget to support it. Additionally, consider how the aesthetics will fit within your store and develop a sales target or projection.
Don’t rely on a memo-only strategy:
Invest your time and money in brands and designers you believe in and support them with marketing and promotion. Many designer brands are small businesses that rely on retailers like you to showcase their work. They should be compensated for providing their items in your store. By investing in these designers, artisans, and their stories, you play a crucial role in supporting their art and livelihood, helping them gain the recognition and visibility they deserve.
KIM
Tesoro stackable bands
in 14K rose white or
yellow gold with semiprecious
gems
MSRP $549 ea.
800.275.5555
Visual Merchandising Best Practices:
Highlight Key Pieces:
Use show-stopper pieces as focal points to draw attention. Position them at eye level or use raised platforms within the display case to make them stand out.
Use Lighting Effectively:
Proper lighting can make jewelry sparkle. Use spotlights or LED lights to highlight key pieces to create a luxurious ambiance.
Vary Heights and Levels:
Use display stands and risers at different heights to create a dynamic and engaging display. This helps guide the customer’s eye naturally across the case.
Group by Collection or Theme:
Arrange jewelry by collection, designers, theme, stones, or metal type to create a cohesive look. This makes it easier for customers to find items they might be interested in.
Avoid Overcrowding:
Even for pricepoint driven retailers, do not create a ‘swap meet’ look in your caseline. Create focal points, clean displays, and elevate the shopping experience. Limit the number of pieces in each display. Overcrowding will overwhelm customers and make it hard for them to focus on individual items.
Use Negative Space:
Allow for empty space around key pieces to give them room to breathe. This creates a sense of luxury and importance around the jewelry.
Tell a Story and create an experience:
Whether it’s a seasonal theme, a specific collection, or a lifestyle concept, use props, “found objects,” and background elements to create a narrative that resonates with customers. Romanticize!
Rotate Displays Regularly:
Keep displays fresh by rotating them regularly. This not only keeps the store looking updated but also encourages repeat visits from customers.
Successful holiday merchandising is about striking the right balance between accessibility and aspiration. By curating your displays with intention and crafting an experience through storytelling, you’ll create a shopping environment that resonates with your customers and drives sales throughout the holiday season.
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