Silver Promotion Service Hosts Virtual Holiday Market

The holidays are nearly upon us, if you can believe it, and this is traditionally the time when retailers would be busying their stores with new stock, in addition to settling on holiday party plans and decor.

As is the case with countless other events: For 2020, the holidays will be different. We won’t be flocking to the stores in large numbers tackling our gift lists. People won’t be charging through the aisles on Black Friday. And perhaps the experience I’ll miss the most is the open-air Christmas market.

There are amazing ones in Europe—the best are in Switzerland!—but there are also beautifully festive ones here in the States. Well, not this year, or at least I don’t think there will be. If these open-air markets do somehow endure in 2020, they won’t be the hustling, bustling beauties we’re familiar with. I guess a little bit of a good thing is better than none at all.

Samuel B silver earrings
Buka earrings in sterling silver, $102; Samuel B.

I went down a tiny rabbit hole about holiday markets, but the announcement from Silver Promotion Service (SPS) about the introduction of its incoming virtual alternative had me dreaming of traditions and already anticipating what will surely be a different celebratory season, but one I welcome nonetheless.

Rembrandt Charms bracelet
Charming Memories bracelet in sterling silver, $539; Rembrandt Charms

In the absence of in-person meetings and annual trade shows, the Virtual Silver Holiday Market from SPS will offer retail buyers the ability to browse new and best-selling silver jewelry as they finalize their product plans for the year’s busiest shopping season. With 22 brands showcasing the latest offerings, this digital lookbook aims to inspire an interest in stocking silver, complete with key findings from SPS’ recent “Silver Lining” consumer survey, which reportedly identified silver jewelry as a category with robust purchase intent for the 2020 holiday.

Kelim Jewelry Design silver bracelet
Bracelet in sterling silver, $143; Kelim Jewelry Design

Many styles that buyers see are available for immediate purchase and shipping, and visitors to the digital experience will also enjoy professional tips on industry-relevant topics such as merchandising and trends. On top of that, the marketplace will play host to virtual seminars—touching on holiday sales tips and more—a digital fashion show, and happy hours, featuring a hot chocolate recipe and easy-to-make s’mores.

Lilly Barrack bracelet
Bracelet in sterling silver with turquoise, $589; Lilly Barrack

“The Silver Promotion Service is honored to provide retailers with a digital product discovery platform in our new Virtual Silver Holiday Market,” said SPS director Michael Barlerin, in a statement. “Our consumer research has identified post-pandemic demand coupled with significant consumer purchase intention for silver jewelry. Based on the success of our recent Virtual Silver Pavilion, we are proud to continue offering retailers a safe and effective tool for exploring the latest silver data and styles, just in time to boost sales this holiday season,.”

The market is available for viewing now by visiting

Top: Signature wide ring in sterling silver with diamond, $175; Kir

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