National Proposal Day is celebrated on 20 March each year, in correlation with the Spring Equinox – and what a fantastic opportunity this day presents independent retailers with to get those dazzling diamond rings in front of your customers. With the arrival of spring we see warmer weather, longer days and new beginnings – the perfect message to use in marketing to tie in with customers getting down on one knee and popping the question.
What is the history of National Proposal Day?
National Proposal Day was born from an idea by John Michael O’Loughlin several decades ago to help his cousin, whose boyfriend was taking too long to propose. It is thought that he wanted to give the two lovebirds a helping hand, along with other couples, and provide a dedicated day to make a commitment. News of the occasion day quickly gained traction online with more people celebrating this day of romance each year.
How can retailers make the most of National Proposal Day?
National days such as these provide a perfect opportunity for independent jewellery retailers to promote the skills and product that make them the best place to buy an engagement ring – from the specialist knowledge of staff and the wide range of suppliers and products they can choose from, through to any bespoke design services they offer.
You can even use National Proposal Day to promote the other bridal services and related products you offer in store, such as wedding bands, jewellery cleaning, repairs and wedding party gifts. The possibilities are endless.
Consider collaborating with other local independent businesses related to the bridal industry, such as florists, cake shops or bridal boutiques to cross promote each other’s businesses, perhaps offering discounts or special offers with them to customers who buy their engagement ring from you in the weeks leading up to 20 March.
Showcase your best-selling diamond engagement ring styles online, combined with more unusual styles such as coloured stones or less traditional cuts, so that customers can be inspired by you and know the range of rings you can advise them on. Then invite customers to share their proposal stories with you on social media to create an online community – your customers will love being included on your social media pages (CMJ retailer Wongs Jewellers in Liverpool does this brilliantly).
CMJ retailer members receive exclusive, free point-of-sale material to use in store and online to promote key marketing messages such as engagement and weddings, so this is an ideal time to post your engagement social media assets on social media. Read more about the benefits of being a member of the Company of Master Jewellers, which you receive without losing any of your independence as a business.
Happy National Proposal Day!