Holiday sales results across the jewelry industry last year were mixed—retailers catering to the very wealthy fared well, but those targeting a more aspirational clientele teetered. This year, retailers face increasing competition from major chains, big-box stores, and Web-based retailers. Meanwhile, inflation, gas prices, and unemployment are rising, and incomes and consumer confidence are falling. Christmas 2008 will be a make-or-break season for many smaller and medium-size retailers, and marketing will be critical. Following are five tips to make sure you stand out from the crowd this Christmas. 1. Establish and emphasize your unique selling proposition and keep it simple. Determine what makes you unique and weave that message throughout all your campaigns, whether it’s a direct-mail piece, a TV ad, or a search engine program. Emphasizing this point in all of your marketing e