1. E.M. Smith Jewelers

Chillicothe, Ohio
CTA: The first person to come dressed as a clown carrying balloons and a Diet Coke from Circle K received a $100 gift card.

2. Yelton Fine Jewelers

West Chester, Ohio
CTA: For a four-day Trollbead event, the store sent followers on a treasure hunt for free-bead coupons.

3. Ben Garelick Jewelers

Buffalo, N.Y.
CTA: Customers were asked to come to the store for a free T-shirt. “Someone from the Hamptons called, so we sent the T-shirt. You never know.” —Peter Manka, owner

4. Fiebig Jewelers

Sturgis, Mich.
CTA: The store invited Twilight fans to a multi-merchant opening day movie event. “About 300 people walked into the store before the showing.” —Brad Rockey, owner

5. Underwood Jewelers

Jacksonville, Fla.
CTA: People who came in wearing a seersucker suit, store owner Clayton Bromberg’s favorite Southern attire, received a $50 gift card.