Christmas for a Lifetime

For consumers, the holidays are a season of giving. For jewelry retailers, it's a season for getting—specifically, getting new customers who, with a little planning and initiative, can be turned into longtime or even lifetime customers. According to a new JCK survey of hundreds of jewelers, at least one in five of their holiday customers have never been in the store before. Thus, the Christmas season offers jewelers their greatest opportunity to expand their customer base—especially among men, who account for three out of five of respondents' new holiday shoppers. Following are some of the techniques jewelers use to turn holiday shoppers into lifelong customers. The way to a man's heart. Cathy Calhoun, an AGS jeweler in Royersford, Pa., has found a sure way to win new male customers at holiday time: She feeds them. On each of the last 10 days before Christmas, she orders hoagie

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