Kay Jewelers

This is the time a lot of people get married.  Lately I have seen more and more commercials regarding jewelery stores that are advertising wedding rings.  This afternoon I saw a new commercial for Kay Jewelers that was showing a couple getting married.  I didn't understand why these commercials were coming on more frequently until today when I realized it is almost May.  Although it is almost the time people get married, I would assume they proposed a while ago and already had the ring.  Do you think advertising during this time of the year is helpful to sales at jewelery stores?