Holiday Season Mini Survey

Jewelers Brace for Holidays with Mix of Caution and Optimism Amid Economic Uncertainty

Sales expected to show modest improvement over last year, according to first INSTORE 2025 Holiday Mini Survey.

Published

2 hours ago

November 27, 2025

INSTORE Staff

Jewelers Brace for Holidays with Mix of Caution and Optimism Amid Economic Uncertainty

INDEPENDENT JEWELERS ARE preparing for the official start of the 2025 holiday season with a mixture of uncertainty and quiet confidence, according to INSTORE’s first 2025 Holiday Season Mini Survey.

With Black Friday only a matter of hours away, store owners and managers are trying to adapt to a roiled economic landscape that is shaping their expectations and strategies.

Sentiment among jewelers about the upcoming season was notably divided. While 43% expressed uncertainty, a significant 30% felt quietly confident, and another 22% were outright excited that a great season lay head. Only a small portion (6%) reported being worried, suggesting an overall restrained but hopeful outlook.

“Everything leans into it being a weak holiday season but in our area people continue to buy. As long as their portfolio stays strong they will keep buying,” said Christopher Sarich of Noah Gabriel & Co. Jewelers in Wexford, PA.

In Dublin, OH, Beth Cevasco, owner of Scott’s Custom Jewelers, was more bullish.

“Fingers crossed! We’re on the cusp of our best year ever and are cautiously optimistic.”

As for year-on-year comps, a combined 36% expect sales to be “better” or “much better”, while 20% projected “worse” sales than in 2024. Note that the largest group at 44% anticipated sales would be “much the same”. Pre-season sales to date have been mixed, with 38% describing them as “decent,” and 31% describing them as “quieter than usual.”

In terms of products that have jewelers excited, lab-grown diamonds, custom work, and natural diamonds were the most frequently cited, with some jewelers noting an uptick in natural diamond sales and larger sizes. Silver jewelry, due to rising gold prices, and estate pieces are also drawing interest. Specific brands like Gabriel & Co, Vahan, and Seiko Luxe watches were highlighted for their strong pre-season performance.

The jewelers revealed they are employing a diverse range of strategies to engage customers. Many are focusing on enhanced clienteling, while others plan special in-store events such as “Santa Saturday” or open house evenings. Promotions vary, from half-off sections and anniversary discounts (e.g., 20% off all in-stock items) to unique giveaways like bottles of Baileys. Several said they were resisting giving deep discounts due to high gold prices and would be emphasizing the inherent value of their existing stock.

“Sales are really not working in our area. A quick walk through our nearest mall, which has about 12 jewellers, and everyone of them had a sale from 50% to 70% off for Black Friday,” said David Blitt, owner of Troy Shoppe Jewellers in Calgary, AB.
Amidst economic uncertainty, the jewelers who took the survey emphasized the importance of customer service and adapting to local market conditions.

The first INSTORE’s 2025 Holiday Season Mini Survey was sent to our Brain Squad readers group on Monday and answered by 54 jewelers across North America. We will send more surveys in the coming weeks. If you’d like to become a member of the Brain Squad, and get access to all the respondent data, please sign up HERE.

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