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
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
