Make the Holidays Come Early This Year!

Has anybody else noticed that the holiday selling season is getting shorter and shorter? It used to be that the period between Thanksgiving and Christmas was busy all the way through. Last year it seemed as though the stores were busy only from about Dec. 17 through Dec. 24. Many jewelers were panicked and ready to pull their hair out. Some wondered what their future would be like without owning a jewelry store. Then the last-minute shoppers came and saved the day. Why is this happening? A lot of it has to do with the media telling our customers to wait until the last minute when retailers will be taking huge markdowns to save or make a profit for the year. The effect of this has been huge for jewelry retailers. During the busiest time of the year, when we have more new customers and potential new customers coming into the stores than at any other time, salespeople only have time to

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