November 18, 2025 • 17 mins
Mike shares five practical fundamental tips to prepare your jewelry store for Black Friday and the holidays. Quick wins stack up: show energy, make hours obvious, trigger visits with email, and remove online friction.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_01 (00:01):
Welcome to In the Loop.
What is up everybody?
My name is Michael Burpo.
Thanks again for listening to Inthe Loop.
It is our annual Black Fridayprep episode.
This time I'm doing five tips toget you ready for Black Friday.
This is just a couple things,maybe just jot these down.
I'll put them in the show notes.
(00:22):
And if you do these, I'm surethey're not gonna hurt.
It's mainly to just make surethat you are doing the
fundamentals right.
Whether you have a great BlackFriday or an incredible Black
Friday, it's gonna come down tosometimes how fickle the market
is.
But these are just thefundamentals to make sure that
you have as good of a time asyou possibly can.
So everybody, please sit down,enjoy, and good luck.
(00:44):
I hope it goes so well for you.
SPEAKER_00 (00:50):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, Punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:10):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth, or campaignsthat drive traffic and sales,
PunchMark's website andmarketing services were made
just for you.
It's never too late to transformyour business and stitch
(01:32):
together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmark.com slash go.
And now back to the show.
SPEAKER_01 (01:51):
Okay everybody.
Like I said, I'm gonna do fivetips or kind of fundamentals,
we're calling fundamentals, foryour store to uh make sure that
you're just doing everythingright, and then the rest, the
sales, they're gonna come to youno matter what.
So let's jump into it withoutfurther ado.
All right, here we go.
(02:11):
The first one is let's be activeon social media.
I know that social media can besuch a fickle beast sometimes,
and it can feel like you'reshouting into a black hole, but
now is the time to capitalize onit.
I've talked about this numeroustimes in uh other episodes and
how it's like coming to acrescendo.
You need to make as much noiseand really capitalize on that
(02:33):
social uh currency that you'vebuilt up throughout the years by
posting, you know, regularfluff.
But what I would recommend isjust give one or two or three of
your employees access to theInstagram if you feel
comfortable with that, and givethem the instruction, it's okay
for them to record some uh stuffduring the the store.
(02:57):
So if you have a big rush ofpeople at your at your shop,
maybe they go in, they record alittle bit of it.
I think it looks great when youlook around and you see tons of
people in there, or when youhave a nice purchase or an item
going out the door, maybe not anengagement ring, but something
nice.
Um, maybe just get like a littlerecording or a boomerang and put
that onto your uh your stories.
(03:19):
Appearing in the storiesincreasingly, I think, is a more
immediate buy now reminder thaneven ads sometimes.
Especially, I'm sure that lotsof the people in your location
are following you already.
And I think that following andseeing the stories on there and
they open up your stories, andit's like a little, you know,
(03:39):
the trail of white ants at thetop.
If you've got a lot of them andit's exciting and it seems like
it's full of energy, that isdefinitely going to help.
And if I am a shopper and I'msitting around and I see it's
slamming and there's greatdeals, and maybe uh you showcase
if you guys have like champagneor something in there and you
want to have people come by,highlighting that I think is
(04:02):
just a great thing.
I would highly recommend justdiversifying.
You don't have to put all thepressure on yourself, especially
if you're the store owner.
You know, it can be verytempting to want to do
everything yourself, but I thinkwhat I found, at least for my
own uh events, is giving yoursocial media to a couple of
other people, it just umincreases the opportunity and
(04:25):
chance for you to be able to,you know, fill up and have
enough people um, you know,taking great videos.
And you can take those andalways repurpose them later into
reels.
You can always download them andthen cut them together, but
that's more advanced.
Just be active on social media.
A quick five-minute boomer uhfive-second boomerang on your
story does wonders, I promise.
(04:46):
Okay, next one.
I think it's worth it to do anicely designed little uh post,
a uh nicely designed squareimage of you know, whatever, or
an illustration with yourholiday hours, and then post it
to all of your social media andthen pin it in social media or
(05:08):
on Instagram.
You can pin posts, and I wouldpin it uh a week early, and I
post it, pin it to the top, andthen take it down later.
But having things really easy tofind is so important.
People want to know when you'reopen, and a lot of times people
are going to their uh to yoursocial media to find out when
your store opening is.
(05:28):
I've been seeing them a lotmore, it just makes it so that
like a nice square or uhslightly vertical crop with some
hollyberries or a wreath or awreath with the hours on the
mids on the inside, open sevendays a week from whatever, ten
until ten.
(05:48):
Showing that I think is makes itso that things are much more
accessible, and you'll neverhave people that are like, ah, I
didn't know if they were openyet, or I didn't expect them to
be open on whatever Mondaysbecause they're usually not open
on Mondays.
Highly recommend just take twoseconds, make that post, put it
up on your Facebook, on your uhInstagram, even you can post
(06:12):
that post into your story justevery day if you wanted to.
That'd be such super easy.
All you gotta do is just addlike a little sound on top of
it.
It'd be super easy.
Okay, the next one.
If you have an email list, nowis the time to send out your
blast.
So Punchmark has email marketingservices, but you might have an
(06:34):
email list yourself.
I know that there's like a wayto export them out of the edge.
I would highly recommend now isthe time to cash in on that
currency.
And we always talk about doingthe laying the groundwork and
doing your your you knowfundamentals during the year,
you know, making posts andoffering incentives.
Now is the time just to get themto come into your store.
(06:56):
An email blast, especially anearly one, I think is a great
way to just get inside of theirInstagram their inbox, and it's
another touch point.
And I think that Instagramstories and then their inbox,
it's these things that are justin transit, and people check
them while they're in the middleof going to the gas station, and
(07:18):
they check them when they'regrocery shopping.
That kind of moment, maybe theystop on their way home from the
gas station because oh, there'sgonna be great deals, or oh,
there's going to be uh extrahours.
I think that sending out youremail blast is the time to do
it.
Don't do it like you know, yougotta take the foot off the gas
(07:39):
in March and April, most likely,but now is the time to
capitalize on uh sending outyour emails.
Okay, next one.
Try out a dry run on yourwebsite.
Uh it's no secret, e-commerce ishaving a real moment for the
e-commerce in jewelry uh system.
(08:00):
We saw that this past Septemberand this past October, so that's
September 2025 and October 2025,are the best Septembers and
Octobers that I have evertracked for e-commerce at
Punchmark.
So jewelry is really having amoment for e-commerce that we
haven't seen since probably 2021or 2022.
(08:22):
Uh, there's a couple of reasons,I think.
Um, I don't have I'm not amassive expert, but I look at
these things a lot.
I can say that it has to do withthe general items that are being
sold and also what the cost ofgoods are.
And the average price of an itemthat's sold on through an
(08:43):
e-commerce transaction isalmost, you know, sometimes it's
double what it was the yearbefore because of just purely
because of the price of gold.
And as a result, we're seeingthat the average transaction is
uh average order value is uh inthe 700s in certain parts, and
uh that means that more peopleare able to have an appetite for
(09:07):
purchasing online.
And what's interesting is lastyear we were last year and the
year before that, I think thatthe price of lab grown diamonds
was down and people were stillbuying them, and as a result,
the average order value wasgoing down.
So we saw the same number oftransactions, but the average
order value was in the 350 to450-ish range, and all of this
(09:32):
year it's between 500 and yes,750.
That's what October was.
It was$757 was the averagetransaction side um on the
Punchmark platform.
So, what do I mean by dry runyour website?
Open up your website inincognito so you're not logged
in.
You're going to go, and I wantyou to order a pair of earrings.
(09:54):
I want you to order them for me.
Go in, add them to your cart, goin and add uh maybe one more
item.
Add a bracelet, a uh tennisbracelet if you have it.
Add to your cart, go through,enter all of the information,
and get to the last step.
And if everything goes smoothly,if you can find the bracelet and
(10:17):
the earrings appropriately, thenyou pass.
But you might find somethingalong the way.
Oh, I don't have a landing page,or oh, I only have two earrings
on my website.
Why is that?
That's the kind of stuff youwant to detect now before your
clients might.
So now is a good time for you tojust sit down, dry run your
(10:37):
website.
It's worth the three or fiveminutes that it's gonna take
you.
Do it on your phone, do it onyour desktop.
If you do both of those, add twoitems, it's probably gonna take
you six minutes in total.
I promise it's worth it.
If you have an issue, just openup a ticket.
All right, and the last one.
Let's just put a banner up.
(10:59):
Put anything up, change out yourbanner.
I don't care what you change itto.
If you've had the same bannerall year, you need to put
something new up.
I don't care what it is.
It doesn't even have to beholiday centric.
I think just changing it so thatif someone has been to your
website earlier in the year, theodds are much higher that
they're going to go now becausewe always see an incredible
(11:21):
hockey stick right up and to theright for November and December
and October, but that's past.
November and December.
Now is the time to just showthat you've been updating your
website.
So go in, add a new banner forone of them, or a nice seasonal
one, or maybe it just shows yourholiday hours.
I'm okay with that.
Show some nice jewelry, pop itright in there, add it easily to
(11:44):
your website, or ask youraccount manager to do it.
That's the easy type of layups Ithink that make a huge
difference on your website andmake it so that uh people feel
like, oh, this thing probablyhas fresh jewelry on it and it's
you know trustworthy.
Okay, so that's five items.
I'm gonna run through themagain.
(12:05):
So that's be active on socialmedia.
Let's put some stories up there,get on top of it, give the login
to a couple of employees or havelike a centralized phone
everyone can log into and justpull it up.
If there's if it's busy, get anice recording or some nice
boomerangs or some jewelry.
I want some trails of ants, youknow, the white ants at the top
of your stories.
(12:26):
Let's have go shoot for 10stories a day when it gets into
the busy part of the season.
The more you appear, people goin, they watch three in the
morning, and they come back inthe afternoon, and you have
seven more, they're gonna bewatching them, and suddenly it's
like, oh man, I kind of wantsome jewelry.
Next, pin the hours on yoursocial media, make a little
(12:46):
post.
It could be a square crop, couldbe not, a nice little wreath.
Feel free to steal that.
Everyone loves wreaths.
Put in your stories open sevendays a week or six days a week,
Monday or whatever, ten to eightuntil Christmas Day.
Popping that in there in a textbase right on the story, and
then pinning it to yourInstagram grid so it appears in
(13:09):
your top three posts, putting iton your Facebook page so it
appears right at the top or onyour most recent post.
And even if you're gonna combineit, you could do it with the
email blast, just having iteasily accepted accessible, and
then feel free to share thatpost every 24 hours onto your
story.
It's you know, you might aswell.
That's the kind of stuff noone's gonna get mad at you for
(13:30):
having that post there, and it'sonly gonna make it so that
people are more informed.
Next, if you have an email list,just send out a blast.
A little thing that has someinformation about your store
hours or a coupon code that'sexclusive to email emailers, or
uh an information about thenewest orders, some type of
(13:51):
email blast.
Now is the time to cash in onit.
Send the email blast now.
It's much more valuable than inyou know March or April.
Send them right now, it's worthit.
Drive run your website.
So let's go in.
We're gonna add two items a pairof earrings and a bracelet, and
you're gonna do it on yourdesktop and on your mobile
(14:11):
device.
And do it in incognito so thatthere's no chance that uh you're
logged in and it's gonna causeany issues.
Add those items both to yourcart, get to the last step, and
make sure you have noroadblocks.
Just go through.
The dry run is key, I promise.
If you have any issues, contactyour account manager earlier as
opposed to later.
(14:32):
And then finally, let's put up abanner.
Put the banner up.
Doesn't matter what it is.
If you had an old bannerthroughout the year, everyone
has an aesthetic one, change itout so that when if someone has
gone to your website earlier inthe year and then they come back
for the holidays, it's fresh andit just shows that you care
about your website and that it'sokay to buy uh from your
e-commerce site or that you'releaning in.
(14:55):
I promise it seems like it'ssuch a oh, like I already have
that set up, I changed it inSeptember.
No, no, no, just update it, usea little wreath.
I'm big on wreaths right now.
Other than that, you all are soready.
If you're listening to this uhepisode or you listen to this
podcast each week, most likelyyou already probably know about
(15:16):
these things.
We talk about getting ready andbeing prepared.
We had a retailer roundtablethat talks all about preparing
for the holidays.
Well I can just say is thatevery effort that you do now is
going to be worth it in its ownway, whether that's getting your
VIPs more engaged, getting yoursocial media more active,
getting your website tuned up,getting your uh sales staff
(15:39):
engaged and leaning in, all ofthat stuff is just going to move
the needle just a little bitmore.
And I do believe that luckfavors the prepared.
And the more prepared you are,the more opportunities you have
to get nice and lucky when itcomes to selling that big item
or selling more items, whateverthat means for you, just be
prepared.
(16:00):
I'm so excited.
I during this time of the year,we always just have to go quiet
and let our retailers do theirthing.
And it kind of kills me a littlebit because I want to cheerlead
for them a little bit more andtell them how excited I am and
to encourage them.
But you all are doing this, thisis your livelihood, and I can't
wait to kind of check in on youall uh on the other side and
(16:21):
hear about the stories.
Every time we go to the shows inuh February and March, I love
hearing about how people's Q4was.
I follow the JHJ post wherepeople are like, is it quiet for
you?
Is it busy for you?
And people are like, Oh yeah, Ialready beat last year's Q4 and
it's only December 1st.
I love reading those posts.
So I'll be tuning in.
(16:42):
Good luck, have fun, you know,maybe drink some water, a couple
more coffees, and you'll begreat.
Thanks everybody.
Quick episode this week, andwe'll probably take a week off
for Thanksgiving, and we'll beback the week after that.
Cheers, good luck, bye.
(17:04):
Alright, everybody, that's theend of the show.
Thanks so much for listening.
This episode was brought to youby Punchmark and produced and
hosted by me, Michael Burpel.
This episode was edited by PaulSuarez with music by Ross
Cochran.
Don't forget to leave thepodcast a five-star rating on
Spotify and Apple Podcasts, andleave us feedback on
punchmark.com slash loop.
(17:25):
That's L-L-U-P-E.
We're gonna be probably taking aweek off next week, and we'll be
back the next week after that.
So good luck in your BlackFriday sales.
Can't wait to hear all about it.
Cheers.
Bye.
Welcome to In the Loop.
What is up everybody?
My name is Michael Burpo.
Thanks again for listening to Inthe Loop.
It is our annual Black Fridayprep episode.
This time I'm doing five tips toget you ready for Black Friday.
This is just a couple things,maybe just jot these down.
I'll put them in the show notes.
(00:22):
And if you do these, I'm surethey're not gonna hurt.
It's mainly to just make surethat you are doing the
fundamentals right.
Whether you have a great BlackFriday or an incredible Black
Friday, it's gonna come down tosometimes how fickle the market
is.
But these are just thefundamentals to make sure that
you have as good of a time asyou possibly can.
So everybody, please sit down,enjoy, and good luck.
(00:44):
I hope it goes so well for you.
SPEAKER_00 (00:50):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, Punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:10):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth, or campaignsthat drive traffic and sales,
PunchMark's website andmarketing services were made
just for you.
It's never too late to transformyour business and stitch
(01:32):
together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmark.com slash go.
And now back to the show.
SPEAKER_01 (01:51):
Okay everybody.
Like I said, I'm gonna do fivetips or kind of fundamentals,
we're calling fundamentals, foryour store to uh make sure that
you're just doing everythingright, and then the rest, the
sales, they're gonna come to youno matter what.
So let's jump into it withoutfurther ado.
All right, here we go.
(02:11):
The first one is let's be activeon social media.
I know that social media can besuch a fickle beast sometimes,
and it can feel like you'reshouting into a black hole, but
now is the time to capitalize onit.
I've talked about this numeroustimes in uh other episodes and
how it's like coming to acrescendo.
You need to make as much noiseand really capitalize on that
(02:33):
social uh currency that you'vebuilt up throughout the years by
posting, you know, regularfluff.
But what I would recommend isjust give one or two or three of
your employees access to theInstagram if you feel
comfortable with that, and givethem the instruction, it's okay
for them to record some uh stuffduring the the store.
(02:57):
So if you have a big rush ofpeople at your at your shop,
maybe they go in, they record alittle bit of it.
I think it looks great when youlook around and you see tons of
people in there, or when youhave a nice purchase or an item
going out the door, maybe not anengagement ring, but something
nice.
Um, maybe just get like a littlerecording or a boomerang and put
that onto your uh your stories.
(03:19):
Appearing in the storiesincreasingly, I think, is a more
immediate buy now reminder thaneven ads sometimes.
Especially, I'm sure that lotsof the people in your location
are following you already.
And I think that following andseeing the stories on there and
they open up your stories, andit's like a little, you know,
(03:39):
the trail of white ants at thetop.
If you've got a lot of them andit's exciting and it seems like
it's full of energy, that isdefinitely going to help.
And if I am a shopper and I'msitting around and I see it's
slamming and there's greatdeals, and maybe uh you showcase
if you guys have like champagneor something in there and you
want to have people come by,highlighting that I think is
(04:02):
just a great thing.
I would highly recommend justdiversifying.
You don't have to put all thepressure on yourself, especially
if you're the store owner.
You know, it can be verytempting to want to do
everything yourself, but I thinkwhat I found, at least for my
own uh events, is giving yoursocial media to a couple of
other people, it just umincreases the opportunity and
(04:25):
chance for you to be able to,you know, fill up and have
enough people um, you know,taking great videos.
And you can take those andalways repurpose them later into
reels.
You can always download them andthen cut them together, but
that's more advanced.
Just be active on social media.
A quick five-minute boomer uhfive-second boomerang on your
story does wonders, I promise.
(04:46):
Okay, next one.
I think it's worth it to do anicely designed little uh post,
a uh nicely designed squareimage of you know, whatever, or
an illustration with yourholiday hours, and then post it
to all of your social media andthen pin it in social media or
(05:08):
on Instagram.
You can pin posts, and I wouldpin it uh a week early, and I
post it, pin it to the top, andthen take it down later.
But having things really easy tofind is so important.
People want to know when you'reopen, and a lot of times people
are going to their uh to yoursocial media to find out when
your store opening is.
(05:28):
I've been seeing them a lotmore, it just makes it so that
like a nice square or uhslightly vertical crop with some
hollyberries or a wreath or awreath with the hours on the
mids on the inside, open sevendays a week from whatever, ten
until ten.
(05:48):
Showing that I think is makes itso that things are much more
accessible, and you'll neverhave people that are like, ah, I
didn't know if they were openyet, or I didn't expect them to
be open on whatever Mondaysbecause they're usually not open
on Mondays.
Highly recommend just take twoseconds, make that post, put it
up on your Facebook, on your uhInstagram, even you can post
(06:12):
that post into your story justevery day if you wanted to.
That'd be such super easy.
All you gotta do is just addlike a little sound on top of
it.
It'd be super easy.
Okay, the next one.
If you have an email list, nowis the time to send out your
blast.
So Punchmark has email marketingservices, but you might have an
(06:34):
email list yourself.
I know that there's like a wayto export them out of the edge.
I would highly recommend now isthe time to cash in on that
currency.
And we always talk about doingthe laying the groundwork and
doing your your you knowfundamentals during the year,
you know, making posts andoffering incentives.
Now is the time just to get themto come into your store.
(06:56):
An email blast, especially anearly one, I think is a great
way to just get inside of theirInstagram their inbox, and it's
another touch point.
And I think that Instagramstories and then their inbox,
it's these things that are justin transit, and people check
them while they're in the middleof going to the gas station, and
(07:18):
they check them when they'regrocery shopping.
That kind of moment, maybe theystop on their way home from the
gas station because oh, there'sgonna be great deals, or oh,
there's going to be uh extrahours.
I think that sending out youremail blast is the time to do
it.
Don't do it like you know, yougotta take the foot off the gas
(07:39):
in March and April, most likely,but now is the time to
capitalize on uh sending outyour emails.
Okay, next one.
Try out a dry run on yourwebsite.
Uh it's no secret, e-commerce ishaving a real moment for the
e-commerce in jewelry uh system.
(08:00):
We saw that this past Septemberand this past October, so that's
September 2025 and October 2025,are the best Septembers and
Octobers that I have evertracked for e-commerce at
Punchmark.
So jewelry is really having amoment for e-commerce that we
haven't seen since probably 2021or 2022.
(08:22):
Uh, there's a couple of reasons,I think.
Um, I don't have I'm not amassive expert, but I look at
these things a lot.
I can say that it has to do withthe general items that are being
sold and also what the cost ofgoods are.
And the average price of an itemthat's sold on through an
(08:43):
e-commerce transaction isalmost, you know, sometimes it's
double what it was the yearbefore because of just purely
because of the price of gold.
And as a result, we're seeingthat the average transaction is
uh average order value is uh inthe 700s in certain parts, and
uh that means that more peopleare able to have an appetite for
(09:07):
purchasing online.
And what's interesting is lastyear we were last year and the
year before that, I think thatthe price of lab grown diamonds
was down and people were stillbuying them, and as a result,
the average order value wasgoing down.
So we saw the same number oftransactions, but the average
order value was in the 350 to450-ish range, and all of this
(09:32):
year it's between 500 and yes,750.
That's what October was.
It was$757 was the averagetransaction side um on the
Punchmark platform.
So, what do I mean by dry runyour website?
Open up your website inincognito so you're not logged
in.
You're going to go, and I wantyou to order a pair of earrings.
(09:54):
I want you to order them for me.
Go in, add them to your cart, goin and add uh maybe one more
item.
Add a bracelet, a uh tennisbracelet if you have it.
Add to your cart, go through,enter all of the information,
and get to the last step.
And if everything goes smoothly,if you can find the bracelet and
(10:17):
the earrings appropriately, thenyou pass.
But you might find somethingalong the way.
Oh, I don't have a landing page,or oh, I only have two earrings
on my website.
Why is that?
That's the kind of stuff youwant to detect now before your
clients might.
So now is a good time for you tojust sit down, dry run your
(10:37):
website.
It's worth the three or fiveminutes that it's gonna take
you.
Do it on your phone, do it onyour desktop.
If you do both of those, add twoitems, it's probably gonna take
you six minutes in total.
I promise it's worth it.
If you have an issue, just openup a ticket.
All right, and the last one.
Let's just put a banner up.
(10:59):
Put anything up, change out yourbanner.
I don't care what you change itto.
If you've had the same bannerall year, you need to put
something new up.
I don't care what it is.
It doesn't even have to beholiday centric.
I think just changing it so thatif someone has been to your
website earlier in the year, theodds are much higher that
they're going to go now becausewe always see an incredible
(11:21):
hockey stick right up and to theright for November and December
and October, but that's past.
November and December.
Now is the time to just showthat you've been updating your
website.
So go in, add a new banner forone of them, or a nice seasonal
one, or maybe it just shows yourholiday hours.
I'm okay with that.
Show some nice jewelry, pop itright in there, add it easily to
(11:44):
your website, or ask youraccount manager to do it.
That's the easy type of layups Ithink that make a huge
difference on your website andmake it so that uh people feel
like, oh, this thing probablyhas fresh jewelry on it and it's
you know trustworthy.
Okay, so that's five items.
I'm gonna run through themagain.
(12:05):
So that's be active on socialmedia.
Let's put some stories up there,get on top of it, give the login
to a couple of employees or havelike a centralized phone
everyone can log into and justpull it up.
If there's if it's busy, get anice recording or some nice
boomerangs or some jewelry.
I want some trails of ants, youknow, the white ants at the top
of your stories.
(12:26):
Let's have go shoot for 10stories a day when it gets into
the busy part of the season.
The more you appear, people goin, they watch three in the
morning, and they come back inthe afternoon, and you have
seven more, they're gonna bewatching them, and suddenly it's
like, oh man, I kind of wantsome jewelry.
Next, pin the hours on yoursocial media, make a little
(12:46):
post.
It could be a square crop, couldbe not, a nice little wreath.
Feel free to steal that.
Everyone loves wreaths.
Put in your stories open sevendays a week or six days a week,
Monday or whatever, ten to eightuntil Christmas Day.
Popping that in there in a textbase right on the story, and
then pinning it to yourInstagram grid so it appears in
(13:09):
your top three posts, putting iton your Facebook page so it
appears right at the top or onyour most recent post.
And even if you're gonna combineit, you could do it with the
email blast, just having iteasily accepted accessible, and
then feel free to share thatpost every 24 hours onto your
story.
It's you know, you might aswell.
That's the kind of stuff noone's gonna get mad at you for
(13:30):
having that post there, and it'sonly gonna make it so that
people are more informed.
Next, if you have an email list,just send out a blast.
A little thing that has someinformation about your store
hours or a coupon code that'sexclusive to email emailers, or
uh an information about thenewest orders, some type of
(13:51):
email blast.
Now is the time to cash in onit.
Send the email blast now.
It's much more valuable than inyou know March or April.
Send them right now, it's worthit.
Drive run your website.
So let's go in.
We're gonna add two items a pairof earrings and a bracelet, and
you're gonna do it on yourdesktop and on your mobile
(14:11):
device.
And do it in incognito so thatthere's no chance that uh you're
logged in and it's gonna causeany issues.
Add those items both to yourcart, get to the last step, and
make sure you have noroadblocks.
Just go through.
The dry run is key, I promise.
If you have any issues, contactyour account manager earlier as
opposed to later.
(14:32):
And then finally, let's put up abanner.
Put the banner up.
Doesn't matter what it is.
If you had an old bannerthroughout the year, everyone
has an aesthetic one, change itout so that when if someone has
gone to your website earlier inthe year and then they come back
for the holidays, it's fresh andit just shows that you care
about your website and that it'sokay to buy uh from your
e-commerce site or that you'releaning in.
(14:55):
I promise it seems like it'ssuch a oh, like I already have
that set up, I changed it inSeptember.
No, no, no, just update it, usea little wreath.
I'm big on wreaths right now.
Other than that, you all are soready.
If you're listening to this uhepisode or you listen to this
podcast each week, most likelyyou already probably know about
(15:16):
these things.
We talk about getting ready andbeing prepared.
We had a retailer roundtablethat talks all about preparing
for the holidays.
Well I can just say is thatevery effort that you do now is
going to be worth it in its ownway, whether that's getting your
VIPs more engaged, getting yoursocial media more active,
getting your website tuned up,getting your uh sales staff
(15:39):
engaged and leaning in, all ofthat stuff is just going to move
the needle just a little bitmore.
And I do believe that luckfavors the prepared.
And the more prepared you are,the more opportunities you have
to get nice and lucky when itcomes to selling that big item
or selling more items, whateverthat means for you, just be
prepared.
(16:00):
I'm so excited.
I during this time of the year,we always just have to go quiet
and let our retailers do theirthing.
And it kind of kills me a littlebit because I want to cheerlead
for them a little bit more andtell them how excited I am and
to encourage them.
But you all are doing this, thisis your livelihood, and I can't
wait to kind of check in on youall uh on the other side and
(16:21):
hear about the stories.
Every time we go to the shows inuh February and March, I love
hearing about how people's Q4was.
I follow the JHJ post wherepeople are like, is it quiet for
you?
Is it busy for you?
And people are like, Oh yeah, Ialready beat last year's Q4 and
it's only December 1st.
I love reading those posts.
So I'll be tuning in.
(16:42):
Good luck, have fun, you know,maybe drink some water, a couple
more coffees, and you'll begreat.
Thanks everybody.
Quick episode this week, andwe'll probably take a week off
for Thanksgiving, and we'll beback the week after that.
Cheers, good luck, bye.
(17:04):
Alright, everybody, that's theend of the show.
Thanks so much for listening.
This episode was brought to youby Punchmark and produced and
hosted by me, Michael Burpel.
This episode was edited by PaulSuarez with music by Ross
Cochran.
Don't forget to leave thepodcast a five-star rating on
Spotify and Apple Podcasts, andleave us feedback on
punchmark.com slash loop.
(17:25):
That's L-L-U-P-E.
We're gonna be probably taking aweek off next week, and we'll be
back the next week after that.
So good luck in your BlackFriday sales.
Can't wait to hear all about it.
Cheers.
Bye.
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