Sweet Valentine’s Day Deals

Q: What’s the best way to drive more traffic to your store on Valentine’s Day? —Christine Ferdinand, co-owner, Ferdinand Jewelers, New Providence, N.J.A: “We’re going to do our dozen roses giveaway again this year. For the last two years I’ve hired a retired florist to specially create hundreds of Valentine’s Day bouquets to hand out on Feb. 13 and 14. The other part of our promotion is selecting a diamond-set silver or gold pendant that retails for about $150. We have our copywriters make it the must-have jewelry item for Valentine’s Day, then promote it like crazy. It’s hard to gauge exactly how many customers we had in 2009 and 2010. But we gave away 175 dozen roses the first year and 250 last year. It’s crazy-busy in our store, but this event has worked wonders for us the last two years, and we’re ordering upward of 300 dozen roses this time around.” —Cathy

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