Sales at online diamond retailer Ice.com on Friday were up 100% over the Friday after Thanksgiving last year and up 80% on the Monday after Thanksgiving from the corresponding day a year ago, the company reports. “These numbers are staggering,” says Shmuel Gniwisch, CEO.
Ice, No. 193 in the Internet Retailer Top 500 Guide to Retail Web Sites, also reports that its average ticket is up 20% over a year ago and that 60% of shoppers are women, up from 50% a year ago. Year-to-date sales are up 55% over last year.
Ice.com also operates Diamond.com. Monday was an especially busy day, the retailer says. “Electronics and other items that you could find and purchase on Black Friday went quickly, but buying jewelry online is more of a research process,” says Ice.com executive vice president of marketing Pinny Gniwisch. “Online jewelry sales were up on Monday because people are back in the office, it’s less hectic than at home and they can ask a co-worker: ‘What do you think of this piece?’”
Ice.com expanded its marketing initiatives to attract more shoppers. The company bid successfully on search terms such as “Cyber Monday.” The retailer also posted deals of merchandise marked down by about 15% on about 150 corporate intranets. The diversification paid off, says Pinny Gniwisch. “On Monday our conversion rate was up 60% over last year,” he says. “But our busiest days are still ahead going out to around Dec. 12th and 13th.”
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