The Winter Doldrums

Sandy Paluzzi
The Bead Peddler

The holidays are behind us and we are facing the long winter months.  Typically, these are the slowest sales months.  There's no special reason for people to buy jewelry.  There is a shortage of winter shows. 

You can take advantage of the down time by making jewelry for the busy months ahead.  Winter may also be a time to expand your skills.  Take a class in weaving or soldering.  While you're at it, think about giving a class yourself. Make up some kits, invite some friends or post flyers and have beading bees.  These gatherings will not only bring in revenue, they will also inspire your design talents.  

There are other steps you can take to increase your sales during the slow months.  One way to make sales is to create a sense of urgency, a reason for people to buy NOW, not later.  Sometimes, as in the case of Christmas or Chanukah, the season creates the sense of urgency.  But  there aren't any big gift giving holidays in January, people tend not to buy jewelry for Valentine's Day gifts and again, March is pretty holiday free.  People don't feel a need to buy jewelry until Mother's Day in May.  It is up to you to create the sense of urgency.  I offer free shipping on all orders over 50.00 from the Bead Peddler in January.  The savings convince people to buy now instead of later when prices will be higher. 

You can offer party hostesses a special incentive to have a winter show.  Or you can throw a home party of your own.  By February or March, people up north are dying for an excuse to get out.  A ladies' night out with jewelry, maybe a masseuse or make up artist may be just the ticket.  You could have show specials.  But then again, people know the show is one day only and may buy a piece just because they love it.

And speaking of shows, don't forget that the winter months are also slow for salons and spas.  You could talk to them about having a jewelry trunk show to try to  bring their customers in the door.

All in all, there is a lot to be said for the slow months.  You can design and make jewelry without time pressures, learn new skills, research future marketing campaigns and get out there and sell. 

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