Customers who started their Christmas shopping early were treated to free diamonds at Criterion Diamonds in Hiram, Ga.

Mark Flynn, owner of the store, ran a promotion on the night of Nov. 22, giving every customer who came in between 9 p.m. and 2 a.m. on Thanksgiving night a free, loose diamond. “There was no catch. If you showed up, you got a free diamond,” Flynn says.

Flynn handed out 56 diamonds in total, each valued at around $139 dollars and weighing about .1 cts. What prompted the giveaway? “I felt like the economy needed a big push,” Flynn says.

Flynn tells JCK that the word of mouth promotion turned into a profitable sales night. “We had a stunning reaction from our customers,” Flynn says. “I wanted to encourage people to not be afraid to shop.”

However, some stores opening on Thanksgiving Day have received criticism from the public, even prompting a protest on Facebook.

Flynn says that it was completely optional for his store employees to come in on Thanksgiving night. “It was a great time and a lot of fun,” he says.

JCK