Christmas in July - Layaways and Add-Ons

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LAYAWAYS AND “ADD-ONS”

July is here and the key to having a successful Christmas in July, while also providing great customer service, is to focus on layaway and “add-on” sales. Helping your customers put items on layaway and adding on to their transaction means they can get all of their holiday shopping done NOW before the end-of-year rush. They can also choose from a greater selection while taking advantage of sale prices during the month of July! Be sure to ask every customer “Is there anyone else on your shopping list or anyone else you may need to purchase a gift for?” Men often shop with a single purpose in mind. By asking the above questions, you can remind him of other people he may need to shop for now and layaway for Christmas. Also, ask every customer “Are there any other gift-giving occasions coming up?” Besides Christmas, there could be birthdays, anniversaries, Sweet 16, Quinceanera, etc. happening before or during the holiday season. Let customers know that Christmas in July is also a good time to buy something for themselves! Say something to them such as “We have some great values right now. Have you thought about treating yourself to something this year?” Add-ons and layaways are the keys to having a successful Christmas in July while also assuring your store will have a big Christmas when your customers come in to pick up their layaways in December! Greg Weiss, G.G. (GIA), Director of Jewelry Operations