Decorations and last-minute store promotions weren’t the only things jewelers used to drive up holiday sales. Social media played a big role in the week leading up to the big day.

Last Thursday, when the folks at Hingham Jewelers held their Holiday Gathering party, attendees had the opportunity to pick a pair of earrings from the store’s display counter-top Christmas tree. Most people got a free pair of stud earrings set with CZ, but one lucky winner got a pair of earrings set with real diamonds (a retail value of $2,000). On that same night, a portion of sales went to benefit a local food pantry, and a raffle contest ($5 for each ticket) gave partygoers a chance to win fine jewelry items. Michael Page, a staff member at the Hingham, Mass.-based jewelry store, posted a video on Facebook the morning of the Holiday Gathering to invite the people behind the store’s 1,200-plus “likes” to attend the event.

This holiday season the Gem Collection, of Tallahassee, Fla., held a “What would you like to see in a Gem Collection gift bag this holiday season” contest. Winning entries received a $100 store gift card.

Underwood’s Fine Jewelers in Fayetteville, Ark., created a Facebook Christmas Album. The store’s Facebook friends and fans could cast votes on their favorite pieces of jewelry, and earn a chance to win pieces of jewelry featured in the digital Christmas Album. 

Last weekend, Bob Zagaros and his partner Cindi Kranz, co-owners of Minneapolis-based Bergstrom Jewelers, didn’t wait for politicians to give people a tax holiday. They gave one to customers all on their own.

Jewelry store owners have really gotten into the spirit of video marketing. Nothing helps boost those social media numbers on Facebook and unique views on YouTube better than a customer video contest. Once again this holiday season Becky Beauchine, owner of Becky Beauchine Kulka Diamonds and Fine Jewelry, held a “Sing for the Bling” video contest.

This Three Amigos’ winning video on YouTube earned the contestants a $2,500 shopping spree at the Okemos, Mich.-based jewelry store. 

Jewelry store owners have used Facebook to announce one-day only specials and store contests this holiday season. R. Westphal Jewelers of Hutchinson, Kan., held a one-day contest on Dec. 18 for a $100 gift card. Customers had to come to the store to complete a contest entry form to be eligible for the drawing. Calgary-based Troy Shoppe Jewellers held a one-day 40 percent off sale on Seiko watches.

JCK