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N.J. Jeweler May Have to Pay Out for Snow Promotion

By Lindsey Wojcik, Editorial Assistant
Posted on December 22, 2010
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Shoppers who purchased jewelry from Anthony Jewelers in Palmyra, N.J., on Thanksgiving weekend might be lucky enough to get full refunds for their purchases this year.
For the past 15 years, Anthony’s has held a snowfall promotion for sales made on Nov. 26 and Nov. 27. It says that if a certain amount of snow—the measurement varies from year to year—falls on Christmas Day, customers get their money back.
President Anthony Fratto tells JCK there’s a chance that could happen this Christmas. “It looks like we have a good shot at it this year,” Fratto says. Current forecasts from indicate a 30 percent chance of snow showers Dec. 25. Fratto says the company is insured for one inch of snow this year.
The long-running promo makes a difference for the jewelry store’s Thanksgiving weekend sales, says Fratto. “We’re not in the big city, we’re in a small town off the beaten path. This promotion gives us a chance to get our message out in a dignified way.”
Fratto says he’s never had to give refunds due to the promotion but had a close call about eight years ago. “We were insured for one inch of snow and it measured 0.9 inches,” he says. However, local news reported an inch of snow at the airport, confusing customers. “We had a few customers get riled up,” Fratto says. “Once we explained the situation to them, they understood.”
Fratto did not have exact numbers on Thanksgiving weekend sales but says the store did better than last year, with help from the annual promotion. “There’s chance we’ll get snow on Christmas Day, so that will make it fun.”  

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