With less than a week to go until Christmas, the winter holiday sales season has been a slow burner in much of the country – and that’s making many jewelers nervous.
“I wonder if people think there are more shopping days before Christmas than there truly are?” asked Becky Bettencourt, owner of Blue River Diamonds in Peabody, MA. “I feel like the traffic I’ve been getting is beginning-of-December traffic, not one-week-to-go traffic. I really wonder if the weekend before is going to be chaos.”
Added Janne Etz, owner of Contemporary Concepts in Cocoa , FL: “I don’t know where the bodies are. There are hardly any people walking the streets and buying things in our historic downtown. We’ve had some holiday events, and they are well attended, but not great for sales. A little nerve-wracking.”
Overall, more than a quarter of jewelers who took part in the latest INSTORE 2025 Holiday Season Mini Survey reported soft or even worse sales since Thanksgiving, while another 30%, said their holiday sales had been “Nothing out of the ordinary.”
Of course, that means over 42% of independent jewelers have so far enjoyed a “solid” to “excellent” holiday season in the lead-up to Christmas.
“At this point, it appears that it might be a record season for us. Fingers crossed,” said Joe Thacker, of Thacker Jewelry in Lubbock, TX.
For those doing well, it was often a case of higher tickets or higher conversion rates offsetting weak traffic. “One of the weirdest (holiday seasons) I’ve experienced,” said Stew Brandt, owner of H.Brandt Jewelers in Natick, MA. “Traffic very light. ARS bigger than ever.”
In short, it’s a true mixed bag as changing consumer buying patterns, inclement weather and economic and political uncertainty buffet the industry.
Looking at what’s driving sales, it’s been a case of “lab-grown this and lab-grown that”, noted Tim Sherrer, owner of Lou’s Jewelry in Mobile, AL.
Cheryl Kozisek of Nebraska Diamond, Lincoln, NE, said it was a similar story in her part of the country although they are seeing an “up-tick” in natural diamonds. “We have sold mostly lab-created diamonds earrings as jewelry purchases.”
Custom design work remains a significant draw. This often includes modifications to existing designs or entirely bespoke creations.
“Bit of an unusual season. Lots of custom work, almost overwhelming. Not as many sales so far. It seems as if someone wants something specially made, they are willing to pay the $4,300 gold market price but shoppers are a bit more skeptical,” said Tim Wright, owner of Simply Unique Jewelry Designs in Yorktown, VA.
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Finally, estate jewelry and pre-owned luxury watches have also been notable categories. Their unique appeal and often favorable pricing make them attractive options for cash-strapped holiday shoppers.
Despite the prevailing nervousness in some corners, most jewelers remain optimistic.
“It’s a little slower than last year but will catch up this weekend and next week will be off the charts,” predicted the ever-upbeat Alan Perry, owner of Perry’s Emporium in Wilmington, NC
“May the panic shopping start! I still have a lot of merchandise I’d love to move to happy new homes,” added Marc Majors, owner of Sam L. Majors, Midland, TX.
Responses to the fourth 2025 Holiday Season survey were collected between Dec 18-19. A total of 77 jewelry store owners or managers from across North America responded to the online survey. 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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