Many people think of jewelry as a great gift for Mother’s Day, but what about for Father’s Day, too? Running an art gallery/jewelry retail shop myself, Father’s Day is actually a holiday which I promote actively and find to be very good for my business. If you are a jewelry retailer, don’t forget Father’s Day this year as it comes around on the third Sunday of June. Here are some things to think about in order to plan for and promote your jewelry business successfully as a Father’s Day shopping destination.
1. Stock up on mens’ jewelry items, if you don’t carry them already.
Popular mens’ jewelry that makes great gifts for Father’s Day include sterling silver chains, bracelets, and pendant charms. Classic chain styles such as the Figaro, Mariner or Cuban Link are always good choices for men, and can be offered to customers looking to stay in the $20-50 price range dependent on length and silver weight. Silver cuff bracelets with Tribal or Celtic patterning can be excellent choices as well, especially for more youthful fathers, and can be offered in the $50 – $100 range. For those customers looking for something more unique or higher-end ($100 to $250+), consider investing in some Bali silver chains in thicker widths.
Sterling pendants are a good option for the younger customer who may not have more than $15 – 30 to spend, and popular choices for men include Chinese script symbols ( “Dragon,” “Strength,” or “Courage”), Zodiac signs, animals such as scorpions and tigers, or sports team logos. A chain and pendant combination can be a great gift to suggest if perhaps a mother and child come in together looking for a jointly-purchased Father’s Day gift.
Remember that men typically need bigger sizes in jewelry than women. For chains, be sure to have selections of 20, 24, and 30 inches in length available and in thicker widths. 24″ is generally good to recommend to a customer who may not be sure what length necklace to buy for his or her Father’s Day gift recipient. In bracelets, have 8″, 8.5″, and 9″ lengths available to choose from for men. Because jewelry sizing can be tricky, make sure to have multiple lengths in the same styles available so that if necessary the customer can exchange for a different size after the holiday.
Rings are very difficult to buy for another person unless you know their ring size. Therefore they are not typically a style of jewelry I would recommend to customers as a Father’s Day gift unless they know the recipient’s size, and that he is a fan of wearing men’s rings.
If you work with artists who create beaded jewelry, see if they can provide you with some more masculine styles of jewelry for Father’s Day if they don’t already. Think darker, neutral colors, larger beads in squared, rectangular cuts, and materials such as wood, hematite, and onyx with perhaps a touch of coral or turquoise for subtle color. Leather can be good as well, just avoid sparkly glass and crystal. While a beaded necklace or bracelet may not be to every man’s style, some fathers would likely appreciate the more handmade-touch of such a gift, if they have more artistic taste.
2. Don’t forget gift boxes and wrapping suited for Father’s Day.
Gift packaging is an important service to offer around a holiday such as Father’s Day. Make sure you are well stocked in boxes, wrapping paper, labels and ribbons which fit the occasion. Put away the flowery, pink-and-purple boxes for a while and stock up on some nice masculine patterns and colors. Neutral earth tones, black, silver and gold, or plaid patterns can all be good choices. You might even want to have a small assortment of Father’s Day cards on hand in case a customer is in a rush and just needs a simple card to go with their jewelry gift.
3. Run special Father’s Day sales on appropriate jewelry items.
Customers are sure to expect you’ll be offering special promotional prices in anticipation of Father’s Day sales. I generally would recommend starting with a 20-25% sale on appropriate jewelry beginning two weeks before Father’s Day begins. For last minute shoppers, push with an additional discount (30-40%) for the Friday and Saturday immediately before Father’s Day – and perhaps a big blowout discount (50% or more) on the day itself, if your business is going to be open. If you don’t normally carry a lot of men’s jewelry, you don’t want to end up with it stuck in your inventory for months or until Christmas rolls around, so be aggressive with the sales. Know that you’re competing with the big department stores and jewelry retail chains that many people think of when shopping for holiday gifts, so offer competitive enough pricing and deals that customers will come to you instead. Just be sure of the profit margins you need to maintain in order to make the holiday a successful experience for your retail business.
4. Spread the word about your Father’s Day sales and selection.
Finally, don’t forget to let your customers know they can come to you for great, unique Father’s Day gifts. Make sure you have sale signs in your windows, and window displays emphasizing your jewelry for men. Get the word out via your Twitter stream, Facebook fanpage, and your website. In the weeks coming up to Father’s Day, let your customers know in advance of your upcoming sales and promotions for the event.
I hope these tips and recommendations will help your jewelry retail business have a successful – and profitable – Father’s Day!
* Personal experience at Spacial Anomaly Gallery.
* Father’s Day, Wikipedia.