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Sales Remain Strong, But Jewelers Moderate Expectations a Bit for 2019 Holiday Season

45% of jewelers in our survey say the season is in line with their projections.

Published

5 years ago

December 10, 2019

Chris Burslem

JEWELERS TEMPERED THEIR expectations for the 2019 holiday season as we entered the second week of December with about one in four store owners telling an INSTORE Mini Survey they had fallen behind target. That compared to just 14 percent who were similarly downbeat following a robust Black Friday opening.

Overall, sales were still strong though. Seven percent of jewelers said they were having a “terrific” season so far, 24 percent said it was better than expected and 45 percent said it was in line with their projections.

“Traffic is up but I was expecting higher traffic as this is our fourth Christmas and have really increased sales over the last year,” said Christopher Sarich, the owner of Noah Gabriel & Co. Jewelers in Wexford, PA.

Tickets continued to be strong with more than a third of jewelers saying their average sale was over $600, while a similar portion of store owners said their store traffic was up over last year (see charts below).

Diamond sales of all kinds — bridal, studs, design, fashion and lab-grown — continued to do well with almost half of the jewelers in our survey citing diamond jewelry as their best-selling item. Custom was also doing well.

“Custom! Everything from scratch to customized assembly,” said Jennifer Farnes, owner of Revolution Jewelry Works in Colorado Springs, CO.

Given the overall health of the economy and consumers’ appetite for jewelry, this could also be a good season to move aged inventory, suggested Jill Hornik, owner of Jae’s Jewelers in Coral Gables, FL.

“This is the perfect time for an inventory reduction sale to get rid of old stock. We put over 200 items over 5 years old into our case normally designated for a silver designer, and have made 31 times the revenue we normally would within that same case space.”

Sales Remain Strong, But Jewelers Moderate Expectations a Bit for 2019 Holiday Season

The second 2019 Holiday Season Mini survey was taken on Monday by 112 independent jewelers who are part of our Brain Squad readers group. We will send out more surveys over the course of the holiday season. Look out for the results each Tuesday.

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”