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Storm erupts online as Springer’s Jewelers Let it Snow promotion fails to pay out


Springer’s Jewelers, a fine watch and jewelry business with three outlets in Maine and Portsmouth, New Hampshire, is facing in a flurry of social complaints after refusing to award prizes after its annual Christmas Let it Snow promotion.

The company promises prizes of up to $10,000 to customers that buy merchandise in-store or online in December if more than 6 inches of snow falls outside its Portsmouth showroom on Christmas Day.

It most certainly did snow on Christmas Day, but the local meteorological office officially recorded snow of 4.3 inches, falling short of the required 6 inches.


In a statement, Springer’s declared: “We have received word from Weather Analytics LLC, the company which provides the official measurement for our Let It Snow holiday promotion. Unfortunately, at 4.3”, the snowfall at our Portsmouth location was not enough to satisfy the rules of Let It Snow. Nobody was more excited than the Springer’s team that our 11th year of Let It Snow might be the one.”

That did not satisfy all of Sterling’s customers, who took to Facebook to complain.

“Wow wow wow… what a scam!! – Anyone in the New England knows this is crap. Weatherunderground reports 8″ in Portsmouth on 12/25/2017 – Someone should be arrested, or at least tarred and feathered,” said David Gudas on Facebook.

“You got out of paying. How sleazy. I just bet you are loosing a lot of customers. Sure hope so. Very bad business practice,” added Cherie Marquis Barry, a resident of Portland.

There were as many supporters of Springer’s in the Facebook furor. “Springers and the staff is the best!! I will always be a customer😊,” wrote Portland resident Jenna Guerrette.

The argument spilled onto local radio, with Lilly Beaulieu Mullen, one of the fourth generation of owners of the family jeweler, telling Maine’s Coast 93.1 that the whole team was willing it to snow enough to trigger the prize-giving.

Springer’s pays an insurance company for the cost of honoring the terms of the promotion if it snows, but that insurance company has strict conditions and is scientifically specific about how much snow has to fall, where, and when. When the insurance company in conjunction with Weatherunderground says the snow did not meet the criteria, Springer’s cannot claim back the cost of the prizes.

“We really wanted it to happen this year. We already paid for it,” said Ms Beaulieu Mullen.

The business will not be deterred by the raging storm and has promised to hold the promotion again in 2018, which will be its 12th consecutive year.

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