Q: What do you do to generate traffic and sales in the quiet summer months?
“Social media is year-round for us but we step things up a bit during the summer months, mainly on Instagram and Facebook. Summer doesn’t have a lot of gift-giving occasions so we place a strong emphasis on graduation gifts on social media websites. We have some highlighted items or list gift ideas for people. A lot of the social media postings and images have a strong product focus. In late spring, for example, we posted ‘white is a summer fashion color’ with about 14 product shots featuring white gemstones, from white diamonds set in yellow gold to various types of pearl jewelry. We’re also doing birthstone of the month posts, which is helping with some summer sales. But summer is that season when the repair department is the group that’s keeping the lights on.