Engagement Season Starts at Thanksgiving: CRM + POS Playbook for Ring Shoppers

Pumpkin pie, football, family dinners…and hidden ring boxes.

Welcome to engagement season.

In the U.S. and Canada, 47% of proposals happen between Thanksgiving and Valentine’s Day — peaking in late November, Christmas week, New Year’s Eve, and Valentine’s Day. That means ring shopping spikes hard from the moment turkey hits the table.

Yet most jewelry stores don’t treat this window as a structured selling season.
They react to traffic instead of optimizing for it.

This blog is your action playbook, combining:

✅ Jewelry CRM (for lead capture, clienteling, SMS flows, follow-ups)
✅ POS (for deposits, ring SKUs, pricing rules, payment links)
✅ Store workflows (proposal kits, CAD consults, appointment funnel)

When these systems work together, you don’t just sell rings —
you build a pipeline of repeat clients, referrals, and future upgrades.

Our team at Luxare by Diaspark can guide you through the busy season. Contact us here to learn more or book a demo to see our software suite for jewelry and watch retailers in action.

Why engagement season matters financially

Engagement ring shoppers aren’t just one sale. They are a decade of revenue:

• Wedding bands (his & hers)
• Anniversary upgrades
• Push presents
• Repairs, resizing, engraving
• Cleaning & maintenance
• Event gifting (Mother’s Day, holidays, birthdays)

Your CRM must treat every ring buyer as a relationship, not a transaction.

The problem: ring buyers don’t behave like normal shoppers

Engagement shoppers:

• Research online long before they walk into a store
• DM jewelers via Instagram / TikTok screenshots
• Prefer private appointments, not browsing cases
• Want reassurance, transparency, and speed

But here’s the real pain point:

82% of customers who inquire about engagement rings never return if there’s no follow-up within 24 hours.

That’s where jewelry CRM + POS automation saves deals.
You don’t have a traffic problem — you have a tracking problem.

PHASE 1: Lead Capture Before They Walk In

Thanksgiving → New Year’s Eve

Strategy: Funnel online interest into booked appointments

Use your jewelry CRM to capture leads from:

• Instagram DMs
• TikTok Live “ring try-on” comments
• Website chat or quiz (“What’s your partner’s style?”)
• Landing pages promoting proposal kits
• QR codes on holiday displays (“Book a ring consultation”)

Every inquiry becomes a CRM contact with tags:

• engagement lead
• proposal timeline
• budget range
• style preference (solitaire / halo / three-stone)

CRM automation triggers:

Lead fills form saying “shopping soon”: Text message: “Want to see 3 styles that fit your budget?”
DM received on Instagram: CRM assigns sales associate; reminder: follow-up in 4 hours
Abandoned ring-builder on website: SMS: “Want us to hold this center stone?”

Why it works:
People ghost brands — not humans. Personalized CRM touchpoints increase appointment booking rates.

PHASE 2: Convert Appointments Into Commitment

Dec 20 → Valentine’s Day Rush

Once a shopper is in your store, your POS + CRM should remove friction and increase confidence.

Play #1: Proposal Kits

(for buyers who “need to think about it”)

Build a take-home kit with:

• Two or three sample ring styles
• Printout of CAD or renderings
• Size & fit tools
• Cleaning cloth
• QR code that reopens their cart in POS

CRM automation → 48-hour text:

“How did the proposal kit feel? Ready to pick the final ring?”

Play #2: Same-Day CAD Consults

Fast beats perfect.

Ring shoppers want instant visualization.

Workflow:

1. Associate logs consultation in CRM
2. Bench/CAD receives real-time job ticket
3. CAD rendering returned same day
4. CRM triggers follow-up and deposit link

This is where Luxare’s POS + CRM sync shines:

• Style preference flows to CAD team
• Images get attached to customer record
• No one asks the customer to repeat themselves

Play #3: Deposit Rules (POS-driven close)

Ring shopper says: “Let me think.”

Associate says:

“You can lock the stone today with a refundable deposit.”

POS should support:

• Partial payments
• Split payments
• Digital payment link via SMS

Fact:
Shops that offer “stone reservation deposits” close 3× more deals than stores that only push full purchase.

PHASE 3: After the Proposal → Loyalty Loop

Feb → Long-term CRM lifecycle

Once the proposal is done, most jewelers stop communicating.
This is the biggest missed opportunity in the industry.

Your jewelry CRM should automatically trigger:

3 weeks after purchase: “Congrats! Time to talk wedding bands?”
6 months after proposal: Free cleaning appointment (POS pre-books it)
9 months after proposal: “Let’s discuss wedding bands — we offer matching sets.”
Anniversary each year: Upgrade campaign: Before/After transformations

These aren’t campaigns.
These are loyalty loops.

A ring sale is not the finish line — it’s mile zero.

Example workflow inside Luxare CRM + POS

Lead DM’s IG: “Can you price this oval solitaire?”
CRM record created → lead tagged → SMS reply sent.

Customer books appointment
CRM sends calendar invite + reminder 24 hours prior.

In-store consult
POS pulls up CAD options + pricing + financing.

Deposit secured
Payment link sent from POS; CRM records deposit.

Proposal kit
Status updates + gentle nudges.

Engagement
CRM shifts customer into wedding band workflow.

Wedding band sale
POS completes upsell → CRM logs referral incentive.

End result?
You don’t just close a ring.
You secure the relationship.

Messaging templates (use for CRM automation)

SMS – After Appointment

“Loved meeting you today! I saved your top two ring styles under your profile. Ready whenever you are.”

SMS – Proposal Kit Checkout

“How did the oval vs halo feel? Want us to reserve the center stone?”

SMS – Deposit Nudge

“Quick update: that stone has interest from other shoppers. Want me to hold it with a deposit?”

These convert. Because they speak from a partner mentality, not pressure.

Engagement Season KPI Dashboard

Track these daily in Q4 → Q1:

Lead → Appointment Rate: 35–45%
Appointment → Deposit Rate: 25–35%
Proposal Kit Conversion: 40%
Time to lead follow-up: < 4 hours

Once you measure, you can scale.

Why this matters NOW

Because Thanksgiving isn’t the start of the holidays.
It’s the start of engagement season.

• Couples are shopping earlier
• Social influence drives shortlist decisions
• Speed + clarity beats slow + perfect

Your edge isn’t the diamond.

Your edge is:

• Response time
• Confidence-building process
• Seamless CRM + POS experience

Stores that nail this sell more rings.
Stores that don’t blame the economy.

Final Takeaway

Engagement season is not a season.

It’s a pipeline event.

From Thanksgiving to Valentine’s Day, your CRM and POS should:

✅ capture leads
✅ book consultations
✅ secure deposits
✅ automate follow-ups
✅ initiate loyalty loops

Luxare by Diaspark helps jewelers:

• Track every lead and appointment
• Manage CAD, deposits, and proposal kits
• Turn ring buyers into lifelong clients

Because selling the ring is great.
Owning the relationship is better.

Contact our team of experts today!