We’ve all seen influencer videos urging viewers to “Get ready with me (#GRWM)” for events and parties, but how about retailers and their monthslong preparations for holiday sales? That sort of planning certainly doesn’t happen overnight, and its much-needed help for many. In fact, it takes a village—and staffers with ideas, suggestions, props, marketing assets, and connections—to help retailers get ready for holiday gift seekers.

This is an area in which manufacturers’ assistance is invaluable. Retailers need help getting shoppers through the doors, making their suppliers’ marketing staffs an important resource for creative. From flyers to website banners and more, manufacturers have a lot to offer.

At the Royal Chain Group, dedicated email blasts are an effective tool.

“We utilize the retailer’s database of clients instead of relying on Meta’s algorithm,” says Phillip Gabriel Maroof, creative director and designer. “This direct approach leads to more conversions.”

Chatham

Social media content is another big area of need; many retailers struggle to find help to maintain their accounts. Content for social media includes videos (Reels, which “have a bigger reach,” insists Theresa Namie, merchandise manager, Ostbye). The holiday season is the perfect time to provide accounts with social media content.

“It’s often requested,” reveals Monica McDaniel, vice president and marketing director at Chatham. “We have a designated holiday section in our social media gallery for our branded jewelry partners.”

Social media involves great images—professionally photographed ones—which are another important asset that most manufacturers provide. Images are used for billboards, catalogs, and print and digital ads.

“We provide customized Chatham holiday ad designs for all these marketing assets and more,” continues McDaniel. “We’re happy to support our retail partners with high-res product web images and SEO descriptions for their website. Our marketing campaigns are fully customizable to incorporate holiday images and company info upon request. We also always customize ads to feature a Chatham jewelry piece that the retailer currently has in stock.”

Ostbye provides images, too, as well as professional artwork for ads and instore signage.

“We also can create a thumb drive for stores that have digital image monitors in their showrooms,” she explains.

And Ostbye’s annual holiday catalog? It has QR codes that allow viewers to see how items are made or how to wear them along with information about its gift program and new specialized trunk show items.

“If retailers use our flyer, they like to have snippets of it to use throughout the season,” adds Namie. “They also like to utilize the free artwork for holiday ads. Retailers can use our website by using their markup and logo to help sell designs. All flyer items are guaranteed in stock until December 24, and this helps to direct them to styles that they know they can get fast. Plus, we text and email several images and reels weekly for our clients to use.”

A well-liked merchandising tool provided by ODI is its Always in Stock program. In it, clients select jewels from a curated collection, and the company ships them along with display fixtures. Additionally, clients can access a digital catalog with suggested retail pricing so it can be shared with customers on the sales floor. An optional printed version to showcase instore or send to your mailing list is also available.

“Every item is in our vault for quick delivery, so you’ll stay fully stocked throughout the busiest season,” says Valerie Fletcher, vice president of design and product development.

Custom design services are another alluring (and profitable) offering for retailers. Ostbye can whip up a CAD design within 48 hours and, once approved, make a live design within two weeks. Meanwhile, ODI’s designs are fully customizable, and they’re also happy to do custom work from scratch.

              Ostbye

“We can design any item using a sketch, photo, or matching a customer’s existing piece,” says Fletcher. “Most custom pieces ship within three weeks of design approval.”

The pièce de resistance of holiday help may be from Chatham by way of its sales contest. The more Chatham designs its clients sell, the greater their chances of winning cash prizes.

“Every year, we give a grand total of $25,000 in cash prizes to our brand jewelry partners as part of our annual Sales Contest,” says McDaniel, who announces contest winners during the JCK Las Vegas show in June. “The holidays are the busiest time of year for our jewelry partners.”