Strategic Social Media Marketing Tips for the Holiday Season

If you want your jewelry store to stand out this upcoming holiday season, you need a strategic approach to social media- and now is the time to start ramping up. Here’s how to make your platforms work better for you during the busiest (and most profitable) time of the year.

Focus on Consistency and Planning

During the holidays, people are flooded with ads and posts. The key to cutting through the noise? Consistency. A well-planned social media calendar helps you stay visible without scrambling for last-minute content.

Start by mapping out key dates—Black Friday, Small Business Saturday, Cyber Monday, and key shipping cutoffs. Build content themes around gift-giving, limited-time offers, behind-the-scenes moments, and holiday vibes. Tools like Later or Meta Business Suite can help automate your schedule so you can focus on customers. For expert support, partner with an agency like GemFind to elevate your social media and online marketing—streamlining your efforts and driving real results.

Use Content That Solves Holiday Problems

Your audience is overwhelmed with choices. Help them make decisions faster with solution-based content.

Think holiday gift guides, style suggestions, and curated collections. Instead of simply showing off your newest pieces, frame your content around buyer intent:

• “Gifts Under $300”
• “Top Picks for Her”
• “Our Favorite Holiday Party Pieces”

This approach moves customers from passive browsing to intentional shopping—spotlighting in-stock favorites, best sellers, and pieces with broad appeal. Highlighting the designers you carry also keeps shoppers engaged with your store instead of sending them to vendor sites. By making your assortment and local offerings clear, you position your store as the go-to destination and build lasting customer relationships.

Embrace Video—It Builds Trust

Video is a powerful way to bring your jewelry to life. Static images are nice, but video adds depth, emotion, and movement that help customers imagine how your pieces will look and feel in real life.

Try quick videos showing:

• How a piece catches the light
• Behind-the-scenes views of your store prepping for the holidays
• A customer trying on a new arrival
• Staff picks or styling tips

Even 15–30 seconds is enough to make a lasting impression.

Make Engagement a Two-Way Street

Create a Sense of Urgency and Exclusivity

Post about low stock alerts, shipping deadlines, or exclusive pieces only available until a certain date. Phrases like “Only a few left,” “Ends Friday,” or “Exclusive holiday drop” nudge hesitant shoppers to act quickly. Keeping it simple and to the point in your text also allows the focus to be on the message and the jewelry pieces making it more likely for a potential customer to take the next step in contacting you.

Encourage and Share Customer Content

One of the best ways to build trust is by showcasing real people enjoying your jewelry. Ask satisfied customers to tag your store when they post about their purchases—and repost their content with permission. This creates social proof and adds authenticity to your brand.

To boost participation, run a simple giveaway or holiday photo contest with a branded hashtag. Not only will this give you content to share, but it also expands your reach to their followers.

Don’t Skip Paid Promotions

Even the best organic content has limited reach. Consider putting some budget behind your top-performing posts. You don’t need a huge ad spend—just target strategically.

Use Facebook and Instagram ads to reach people shopping for gifts, recently engaged couples, or luxury buyers in your area. Retarget people who’ve visited your website but didn’t purchase, or promote gift guides to reach new customers.

Carousel ads and video promos work especially well for jewelry because they highlight multiple pieces and create a stronger emotional connection.

Final Thoughts