Surveys

Holiday Weekend Shopper Totals Top NRF Expectations

SurveysDec 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.

2021_Holiday gifts.jpg
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 … 

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.

The Latest

Stafford’s Diamonds closing ad
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 Years

The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.

Alan Zimmer
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter Award

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

Sorellina’s Aries Zodiac Pendant
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac Pendant

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the Future

Supplier Spotlight Sponsored by GIA

Tanishq Atlanta store
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.

The Indian jewelry brand recently opened stores in Atlanta and Seattle.

Weekly QuizMar 14, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Woman wearing Brilliant Earth jewelry
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

Chopard Insofu emerald collection
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Chris Anderson
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, Treasurer

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America’s new natural and lab-grown diamond brochure
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

A rough diamond and a polished diamond
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

New Gem & Jewellery Export Promotion Council Chairman Kirit Bhansali
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit Bhansali

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Diamonds Do Good honoree Govind Dholakia at medical camp
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

Marla Aaron Liberty London Shop-in-Shop
IndependentsMar 12, 2025
Marla Aaron Migrates to London

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

Medieval sapphire bishop ring
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for Sale

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

JA New York sign
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo Lineups

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Jewelers Vigilance Committee annual luncheon 2025 logo
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC Luncheon

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

Jaythan Lawrence Gilder and body scan
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 11, 2025
Creative Connecting: How to Pose on the Red Carpet

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Marco Bicego 25 Years Campaign Isabeli Fontana
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, Campaign

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Hill & Co The List
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer Database

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

Amy-Elise Signeavsky GIA
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual Luncheon

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Picture of Terry Chandler, president and CEO of the Diamond Council of America
MajorsMar 10, 2025
Terry Chandler to Retire After 24 Years as Head of DCA

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

MaeVona King of the Mountains Torc
CollectionsMar 10, 2025
MaeVona Co-Founder Debuts 3D-Printed ‘Tùsaire’ Collection

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

The Jewelry Symposium 2025 Scholarship Winners
Events & AwardsMar 10, 2025
The Jewelry Symposium Announces 2025 Scholarship Winners

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

Gem Awards New York City
Events & AwardsMar 10, 2025
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy