Sam's Club woos shoppers with diamonds

The most successful retailers are entrepreneurs at heart. They know shoppers can't resist a little bling.

Or a lot of bling, as in the case of an 8.75 Asscher cut diamond ring, priced at $347,368 at Sam's Club. That's right, Wal-Mart's discount cousin.

More consumers are internalizing a commonsense shopping tip: You never know what you'll find in a competitive retail market.

Last year, Sam's Club raised its profile by offering a $2.7-million Cessna jet as a holiday promotion. It flew out of the hangar, selling less than a minute after it went on the market.

This season, look to Sam's Club for doorbusters on diamond jewelry and flat-panel TVs, which the retailer expects to lead sales. Promotions on those luxury lures kick off Nov. 19. Odds are, the competition will come out with great deals, too, going stone to stone and big screen to big screen.

So who wins? Consumers, that's for sure.