How Retailers Can Boost Sales Between Summer & the Holiday Rush
When summer winds down, it’s easy to worry about keeping sales steady until holiday shopping hits full swing. The good news? Fall and early winter are packed with events that can keep your jewelry business thriving—if you know where to be and how to prepare.
From farmers markets and craft fairs to music festivals, pumpkin patches, and holiday markets, these events are magnets for shoppers looking for unique finds. They’re not just great for sales—they’re perfect for connecting with your community, testing new product displays, and building customer loyalty before the busiest season of the year.
One thing I did as a business owner during this time that worked very well was to sign up to be a merchant at local or state fairs, festivals, farmers markets, carnivals, rallies, fun runs, sports and music events... The list goes on and on. Heck! One time I made EPIC sales at a pumpkin patch!
So many events happen in the fall, it's a great way to be around people!
1. Pre-Plan Your Setup for Easy, Stress-Free Selling
Don’t overcomplicate your booth. The goal is speed, convenience, and visual appeal—not perfection.
Retailer tip: A great display doesn’t have to be expensive. Invest in:
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Fold-out tables & sturdy tablecloths
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A few jewelry displays for height and variety
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Small seasonal décor from hobby stores to set the mood
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A 10’x10’ popup tent (with lights if you’ll be open after dark)
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Comfortable chairs for downtime between customers
The easier your setup, the more energy you’ll have to interact with shoppers and make sales.
2. Location is Everything
At any festival or market, foot traffic is your best friend. Position your booth near food vendors, live music, or kids’ activity areas—anywhere people naturally gather. The more people walking by, the more opportunities to grab attention.
3. Work the Booth Like a Pro
Every passerby is a potential customer. The key is to draw them in:
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Put your most eye-catching, unique pieces front and center
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Demonstrate jewelry-making or customization on-site—people love to watch
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Greet everyone who walks by, even if it’s just with a smile and a compliment
When customers see others interacting with you and buying, it creates momentum and curiosity.
Best-Selling Jewelry for Festivals & Markets
1. Personalized Rings
Personalized jewelry is perfect for the gifting season. With a simple ring stamping starter kit, you can customize pieces on the spot—no electricity required. This instantly turns your booth into an experience, not just a shop.
2. Mood Rings, Nostalgic Styles, & Lockets
Few things spark curiosity like jewelry that takes shoppers back to a specific memory or era. Mood rings are an easy win—they’re low-cost, high-interest pieces that encourage people to stop, try one on, and ask questions. Once they’re engaged, it’s easier to guide them toward higher-value items.
Beyond mood rings, think nostalgic styles like friendship bracelets, vintage-inspired hoops, or retro enamel charms—pieces that make people say, “I had one of these when I was younger!” That emotional connection is powerful, especially during gifting season.
Lockets are another perfect fit for festivals and markets, especially in fall and winter when shoppers are thinking about meaningful, sentimental gifts. Stock a mix of plain lockets ready for engraving and ornate vintage-inspired designs that feel special right off the table. Bonus: lockets photograph beautifully for your booth signage and social media promotions.
3. Turquoise, Mother of Pearl, & Western Designs
Fall and winter markets are ideal for showcasing earthy, textured jewelry that reflects seasonal tones and regional style. Turquoise continues to be a best-seller for its bold color and Southwest appeal, while mother of pearl offers a softer, luminous option that pairs well with holiday outfits and gifting themes.
Leaning into Western-inspired designs—think concho styles, feather motifs, rope textures, and horseshoe charms—can draw in customers looking for something unique, especially in areas with a strong country, rodeo, or rustic vibe. Even if your market isn’t in the Southwest, Western styles tap into a broader trend of Americana and boho fashion that’s strong in festival culture.
Retailer tip: These styles mix well for upselling. For example, pair a turquoise pendant with matching stud earrings, or create a layered look with a mother of pearl necklace and a Western-style charm. Offering coordinated sets makes it easier for customers to envision a complete look—and increases your average order value.
4. Charm Necklaces
A “Build Your Own” charm station is a major crowd-pleaser. Offer a variety of chains and charms so shoppers can design their own necklace or bracelet in minutes.
Pro tip:
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Keep some premade pieces ready to inspire ideas
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Use a necklace display to show customization options
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Charge for the service—customers are willing to pay more for something made just for them
Learn all about starting a charm bar business, with out information-packed complete Charm Bar Success Guide.
5. Jewelry Display Sets
If you want a fast, high-impact way to attract buyers, bring ready-to-sell display sets with signage. These are ideal for holiday markets when shoppers are looking for grab-and-go gifts.
Top options for fall/winter events:
Extra Tips to Maximize Sales
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Gift packaging upsells: Offer gift boxes for a small fee or as a complimentary perk to boost perceived value.
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Travel smart: If you can, plan a route of multiple festivals over a few weeks to make the most of your time and inventory.
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Holiday markets: In mid-Q4, you’ll see these everywhere—perfect timing to roll right into the holiday rush with momentum.
Final Word:
Festivals and markets are more than sales opportunities—they’re your chance to connect with customers face-to-face, showcase your personality, and create memorable shopping experiences. This fall and winter, set up your booth, work the crowd, and enjoy the season.
