SurveysNov 29, 2021
Survey: Jewelry, Watch Purchases Are Up in 2021SurveysDec 01, 2021
Holiday Weekend Shopper Totals Top NRF Expectations
Plus, NRF CEO Matthew Shay shares thoughts on the Omicron variant and recent smash-and-grab robberies.
Nearly 180 million people shopped during the five-day period from Thanksgiving Day to Cyber Monday, according to a survey by the National Retail Federation and Prosper Insights & Analytics.
Washington—The holiday shopping season kicked off with quite the busy weekend.
Nearly 180 million people went shopping during the five-day period from Thanksgiving Day to Cyber Monday, according to the annual survey released Tuesday by the National Retail Federation and Prosper Insights & Analytics.
A total of 179.8 million people shopped both in-store and online, down 4 percent compared with 186.4 million shoppers last year, but in line with the average over the last four years.
Despite the year-over-year dip, the results exceeded the NRF’s expectation by more than 21 million.
“Retailers have adapted and enticed customers with a number of incentives throughout November. The Thanksgiving holiday weekend remains a significant time for friends and families to check specific holiday items off their lists,” said NRF President and CEO Matthew Shay in a press release about the survey.
“Over the last few years consumers have shifted their holiday shopping plans to start earlier in the season.”
Black Friday sales began early this year, with retailers holding sales in October and early November.
Nearly half (49 percent) of those surveyed said they took advantage of these deals before Thanksgiving.
Most shoppers (82 percent) said the deals were the same or better than this time last year.
Due in part to a longer shopping season, most shoppers (84 percent) have already gotten a jump on holiday shopping, with 52 percent having completed more than half of their holiday shopping on average.
The Omicron variant of COVID-19 has the potential to put a damper on holiday shopping, but Shay expressed confidence in the resiliency of retailers and noted the progress the United States has made in combating the virus.
“Unfortunately, when the variants have had a real impact on the economy, the goods side of the economy has actually benefited,” noted Shay during a media call about the survey Tuesday, pointing out the shift in spending from services to goods during times of heightened pandemic anxiety.
“We continue to believe that the retail industry is prepared for whatever might happen and that we’ll have a great holiday season,” he said.
Related stories will be right here …
Nearly 180 million people went shopping during the five-day period from Thanksgiving Day to Cyber Monday, according to the annual survey released Tuesday by the National Retail Federation and Prosper Insights & Analytics.
A total of 179.8 million people shopped both in-store and online, down 4 percent compared with 186.4 million shoppers last year, but in line with the average over the last four years.
Despite the year-over-year dip, the results exceeded the NRF’s expectation by more than 21 million.
“Retailers have adapted and enticed customers with a number of incentives throughout November. The Thanksgiving holiday weekend remains a significant time for friends and families to check specific holiday items off their lists,” said NRF President and CEO Matthew Shay in a press release about the survey.
“Over the last few years consumers have shifted their holiday shopping plans to start earlier in the season.”
Black Friday sales began early this year, with retailers holding sales in October and early November.
Nearly half (49 percent) of those surveyed said they took advantage of these deals before Thanksgiving.
Most shoppers (82 percent) said the deals were the same or better than this time last year.
Due in part to a longer shopping season, most shoppers (84 percent) have already gotten a jump on holiday shopping, with 52 percent having completed more than half of their holiday shopping on average.
The Omicron variant of COVID-19 has the potential to put a damper on holiday shopping, but Shay expressed confidence in the resiliency of retailers and noted the progress the United States has made in combating the virus.
“Unfortunately, when the variants have had a real impact on the economy, the goods side of the economy has actually benefited,” noted Shay during a media call about the survey Tuesday, pointing out the shift in spending from services to goods during times of heightened pandemic anxiety.
“We continue to believe that the retail industry is prepared for whatever might happen and that we’ll have a great holiday season,” he said.
More people were shopping in stores this year, with foot traffic up 14 percent year-over-year. The NRF counted 104.9 million in-store shoppers, up from 92.3 million in 2020.
Black Friday was the most popular day for in-store shopping, with 66.5 million shoppers counted, followed by Small Business Saturday with 51 million shoppers.
Supporting local businesses was a priority for many consumers, with 71 percent purposely shopping for Small Business Saturday.
Online shopping took a hit. The number of online shoppers fell 12 percent to 127.8 million from 145.4 million last year.
Black Friday once again was more popular for online shopping than Cyber Monday, a trend in recent years, with 88 million shoppers on Friday compared with 77 million on Monday.
“Over the last few years, Black Friday has emerged as a powerhouse day for both in-store and online shopping,” said Phil Rist, executive vice president of strategy at Prosper.
“Even though many consumers are starting their holiday shopping before Thanksgiving, a considerable portion of their purchases are still made over the course of the five-day weekend.”
Shoppers spent an average of $301.27 on holiday-related purchases over the weekend, down 3 percent from $311.75 in 2020.
Like previous years, most of that money ($215.40) was spent directly on gifts, while the rest went to décor, apparel, and more.
The most popular gift purchases were: clothing and accessories (51 percent), toys (32 percent), gift cards and certificates (28 percent), books/music/movies/video games (27 percent) and electronics (24 percent).
The NRF defines the holiday season as Nov. 1 to Dec. 31 and has forecast that sales will grow between 8.5 percent and 10.5 percent over 2020, totaling $843.4 billion to $859 billion.
Consumers are predicted to spend $997.73 on gifts, holiday items and other non-gift purchases for themselves and their families this year, as per the NRF’s annual survey released in October.
The survey organizers reached out to 5,759 adult consumers between Nov. 24-29.
During the media call, Shay also commented on the recent string of smash-and-grab robberies at retail stores, like the thefts that occurred at a string of California mall jewelry stores.
“I can’t tell you how concerning this is for our members,” said Shay, adding that he’s met with colleagues to discuss the “incredibly challenging” issue.
Shay proposed several solutions, including greater coordination between local, state, and federal authorities and involving the Department of Justice and federal law enforcement.
More on Surveys
The Latest
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
