Summer Slowdown? Here’s How to Keep Your Store Busy
It’s no secret that summer can be a slower season for retail, and the jewelry industry is no exception. After the excitement of spring engagements and before the holiday shopping season ramps up, many jewelers experience a noticeable dip in foot traffic and sales. But a summer slowdown doesn’t have to mean a complete stall in business.
This time of year offers a unique opportunity to refocus on services that deepen customer relationships and encourage visits - without relying solely on high-ticket purchases. If you’re feeling the effects of the seasonal slump, here are a few proven strategies to keep your store top-of-mind and your doors open to more customers.
Prefer to listen to this topic be discussed in depth? Check out this In the Loupe podcast episode:
1. Promote Professional Jewelry Cleaning and Inspection Services
One of the easiest ways to bring customers back through your doors is by offering complimentary or low-cost jewelry cleaning and inspection. It’s a helpful reminder for clients that their most loved pieces need care, and it gets them back into the store.
Promote this service across your email list, website, and social channels. Consider messaging like:
• “Give Your Jewelry a Summer Refresh”
• “Free Cleanings All Month Long – Let Your Favorites Sparkle Again.”
Pairing cleaning services with a quick inspection can also open up repair or replacement conversations. A loose stone or worn prong may become an upsell opportunity for repair, upgrade, or even a brand-new piece.
Choosing a specific “slump” month, like July or August, to rotate service-focused promotions is a great way to keep things fresh and spark customer interest. For example, you could offer discounted appraisals during the first week, gold buying the second, and so on. Creating week-by-week incentives encourages repeat visits and helps drive consistent foot traffic, even if the purchases are smaller.
2. Highlight Watch Battery Replacements and Repairs
Small, practical services like watch battery replacements or strap repairs often slip under the radar. These are easy add-ons that don’t require a huge investment in time or inventory but can bring in foot traffic and even spark additional browsing.
Make sure your local community knows these services are available. A sidewalk sign, short Instagram Reel, or quick email reminder can go a long way.
3. Start a Mid-Year Jewelry Checkup Campaign
Position this as a seasonal offering - just like people get their HVAC systems checked before winter, offer a mid-year “Jewelry Checkup.” Promote it as a service that protects sentimental and valuable items with a full cleaning, tightening of stones, clasp repairs, or gemstone polishing.
This can also be an opportunity to build trust and educate customers on the value of long-term care for their jewelry investments. It’s another chance to reinforce your store as not just a retailer, but a reliable resource.
Email marketing can be an added value with this specifically, especially for those first-time engagement ring buyers. Those who are new to those luxury purchases may not know how often they should be getting their jewelry cleaned or checked on.
4. Offer Limited-Time Service Bundles
If cleanings, inspections, and repairs are part of your service offerings already, think about bundling them for a short-term summer promotion. For example:
• The Summer Shine Package: Includes cleaning, inspection, and 10% off any repair work.
• Ready to Reset: Cleanings plus a free consultation for custom redesigns using old or inherited pieces.
These packages give customers a reason to stop by, even if they’re not currently shopping for something new.
5. Use the Downtime to Build Loyalty
The slower pace of summer gives your team the bandwidth to go the extra mile. Whether it’s hand-delivering a repaired item or sending a handwritten thank you note after a cleaning service, small gestures can turn a one-time visitor into a repeat customer.
Also, consider using this time to re-engage past clients. A “We Miss You” email campaign offering a complimentary cleaning can remind them why they loved shopping with you in the first place.
Final Thoughts
Summer doesn’t have to be silent. Offering practical services like cleanings, inspections, and minor repairs gives customers a reason to visit, builds long-term loyalty, and keeps your store top-of-mind heading into the fall.
Now is the perfect time to turn a seasonal lull into an opportunity to strengthen relationships and set the stage for a strong Q4.
If you need help crafting campaigns around these ideas, we're happy to help you brainstorm. Book a Consultation with me.