How can a jewellery store increase walk-ins using Instagram?
Jewellery stores increase walk-ins from Instagram by posting reels of real pieces being tried on, showing new collections and prices, and running local ads that invite people to…
How much should a jeweller spend on ads during wedding season?
Quick answer
Most jewellers should concentrate a larger share of their yearly ad budget into the four to eight weeks before major wedding muhurtham dates and festivals like Akshaya Tritiya and Diwali. Plan spend from expected bridal footfall and average bill value, and start awareness four to six weeks early, because families shop well ahead.
Timing matters more than total spend
Bridal jewellery is planned months ahead. Families often visit several stores before choosing, so ads that start only in the final week reach people who have already decided. Begin awareness four to six weeks before the peak, then increase spend as the dates approach.
Work out the budget from bills, not guesses
- Estimate how many bridal or festival buyers you want in the season.
- Estimate what share of store visitors buy, based on past seasons.
- Work out the visits you need and the cost to generate each visit from ads.
- Compare that cost with your average bridal bill and margin.
Because bridal bills are large, a jeweller can usually justify a meaningful cost per visit. The key is tracking visits and sales back to campaigns.
How to split the season budget
- Early weeks: Instagram and YouTube for collection discovery and bridal inspiration.
- Middle weeks: Google Search for “bridal jewellery in [city]” and store-name searches, plus retargeting.
- Final weeks: offers, appointment reminders and WhatsApp follow-ups to families who enquired.
What to promote
- Bridal appointments with a stylist.
- New bridal collections and temple jewellery lines.
- Gold rate protection or advance booking schemes, if you offer them.
- Making-charge offers, used carefully so they do not cheapen premium lines.
After the season
Keep a smaller always-on budget for daily-wear and gifting, and keep nurturing the bridal families you met — they return for anniversaries, festivals and future weddings.
Keep a reserve for the last fortnight
Hold back part of the season budget for the final two weeks. Late demand often spikes around specific muhurtham dates, and having budget ready lets you push appointment and offer campaigns when footfall is highest.
| Phase | Weeks before peak | Focus |
|---|---|---|
| Discovery | 6–4 | Instagram and YouTube collections |
| Consideration | 4–2 | Google Search and retargeting |
| Conversion | 2–0 | Appointments, offers, WhatsApp follow-up |
Key takeaways
- Start awareness four to six weeks before peak dates.
- Set the budget from bridal visits and average bill value.
- Shift from discovery to appointments as dates approach.
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