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Five Tips to Get Your Jewelry Business Ready for Black Friday and Cyber Monday

Two of the biggest shopping days on the calendar – Black Friday and Cyber Monday – are fast approaching. Black Friday, scheduled for November 25 and Cyber Monday,  which falls on November 28 (the Monday after Thanksgiving), are huge days for online sales. According to the National Retail Federation (NRF), in 2021, 88 million consumers shopped online during Black Friday, while 77 million shopped online during Cyber Monday.

 

According to the same organization, holiday retail sales during November and December 2-22 will grow 6%-8% year-on-year to total between $942.6 billion and $960.4 billion. Online and other non-store sales (included in the total) are expected to increase between 10% and 12% to between $262.8 billion and $267.6 billion this year.

 

Here are several tips to get your online jewelry business ready for Black Friday and Cyber Monday:

 

Your checkout process:  Your checkout process must be smooth all year, but before a big shopping day, and certainly before the holiday season, make sure that your order page – and every step your potential customer sees and experiences – is hassle-free, mobile-friendly, with a clean design free of distractions, no last minute surprise fees and additional costs, etc. 

 

In addition, consider creating and then pre-filling a promotion code box, thereby giving your customers the discount automatically. 

 

Optimize your website: To rank on Google’s front page, optimize your website for online shoppers. You can do this with the help of an SEO professional or by taking several basic actions to improve your rank for shoppers who look for jewelry on Google.

 

For instance, use keywords that shoppers are likely to use when searching for Black Friday and Cyber Monday deals. And, perhaps most importantly – make sure that your website is mobile-friendly.

 

Go over your pricing strategy: Before you offer exclusive deals, or engage in any kind of event-specific pricing, remember that consumers will compare every single piece of jewelry on your website with your competitors’. So, before you promise “one-of-a-kind deals” – make sure they are truly one of a kind, and cannot be found elsewhere. Review your prices, and maintain your good name and trustworthiness in a very competitive business on these very competitive shopping days.

 

Social media marketing: Tease out your deals on Facebook, Instagram and other platforms ahead of Black Friday and Cyber Monday. You can do this by promoting exclusive deals and  countdown timers. You could also create exclusive deals on social media based on your inventory such as bundle offers, “buy one get one”, free shipping, and more.

 

Build suspense: Use your website and your social media pages to create a sense of urgency and anticipation by teasing an exclusive deal, a unique product, or a unique hashtag for a product. Creating a sense of scarcity – for a certain collection or piece – is also a tried method for creating urgency among your customers. 

 

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Credit: Casimiro PT / shutterstock.com

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