“Jewelers: "Significant Portion of Sales" Come from Procrastinating Men”

Jewelers: "Significant Portion of Sales" Come from Procrastinating Men

Posted: 24 Dec 2010 02:47 PM PST

Pittsford, N.Y. - It seems the average male has a consistent routine during the holidays - wait, and wait, and...wait.

Then on Christmas Eve, buy jewelry.

That has jewelers singing, "hallelujah!"

When asked how business was Christmas Eve morning, Nancy Mann replied, "its raining men!"

Robert Mann, president of Mann's Jewelers says, "Well obviously if you look around, there are a lot of men in the store, and I think traditionally men tend to be last minute shopping."

That means big bucks for jewelry stores.

"It'll be a healthy percentage of our year-round business," says Mann.

Michelle Herman is a sales professional at The Source on Monroe Ave, and agrees. "Absolutely our favorite day of the year. They're desperate."

Desperate, maybe. But some guys did have a little help.

Noelle spent the morning helping her dad shop for her mom.

"We got her a chandler bracelet. The outline is black and it has gold studs in the middle
and it can wrap around your wrist 5 times," explains the little 9-year-old. "And there are different sizes of diamonds on it."

And they knew exactly what she wanted.

"She told someone to keep it on hold and to show it to us when we come," explains Noelle.

Other men were a little lost.

Pat Lechner already had most of his shopping done, but admitted, "I don't try to figure out what women are expecting or not expecting. I'm not going to touch that one."

But remember this -

"How can you miss. Jewelry is the thing that always works, says shopper Jim Putnam as he walks out of The Source with a gift bag. "Especially if you've got a wife that accepts the way you are, then you can always kind of get away with the right kind of jewelry."

Even those who thought they had their shopping done were out today.

"This is binge shopping, says Scott, who also had most of his shopping done."She had mentioned to me she put something on her wish list and I wish she hadn't because I would have saved a lot of money. So I decided to come over and put a few more things in her stocking."

Because after all, 'tis the season!

Store owners say shoppers coming in right before Christmas account for a significant portion of their sales.

Director of sales Richard Principe at The Source told us that the rush came a little earlier this year because of the record-breaking snow Rochester recorded, putting people in the holiday spirit.

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