ColumnistsDec 07, 2021
On Data: Jewelry Sales Soared in NovemberSurveysDec 16, 2021
NRF Releases Super Saturday Predictions
It predicts fewer people will shop the final Saturday before Christmas than last year.
It predicts fewer people will shop the final Saturday before Christmas than last year.
Washington—The National Retail Federation is predicting less last-minute holiday shopping this year than in 2020.
According to its latest survey conducted in partnership with Prosper Insights & Analytics, more than 148 million consumers will shop in-store and/or online on “Super Saturday,” or the last Saturday before Christmas.
That’s fewer than last year, when 150 million were expected to shop on Super Saturday, but up from 2019 when 147 million were predicted to shop.
“Retailers began preparations for the holiday season months in advance, offering seasonal inventory early and taking preventative measures to circumvent supply chain challenges exacerbated by the pandemic,” NRF President and CEO Matthew Shay said.
“Consumers have responded with a growing eagerness to kick off the holiday shopping season early, and they expect to carry that momentum through the last few weeks of the year.”
The NRF began tracking Super Saturday statistics in 2016. This year, the Saturday prior to Christmas is exactly one week ahead of the holiday, falling on Dec. 18.
It’s basing its 2021 predictions on a survey of 7,453 adults conducted between Nov. 24 and Dec. 3.
Approximately 27 percent of consumers will shop in-store only and 32 percent online-only, while 41 percent will do both.
Shoppers are expected to spend an average $997.73 on holiday purchases this year.
Shopping is happening on the early side this year, with a record 42 percent of respondents saying they hoped to purchase their last gift by Dec. 18, up from 40 percent last year.
A majority, 52 percent, plan to finish their shopping in the week leading up to Christmas.
In November, almost 180 million Americans shopped in the five-day window encompassing Thanksgiving, Black Friday, and Cyber Monday. By early December, 84 percent of shoppers had begun their holiday shopping.
Of the destinations where consumers will spend their money this holiday period, online comes in first (48 percent), followed by department stores (34 percent), discount stores (21 percent), clothing and accessories stores (20 percent), and local and small businesses (16 percent).
This year, they’re shopping for clothing and accessories (44 percent), toys (30 percent), books and other media (26 percent), gift cards (25 percent) and electronics (20 percent).
Nearly one-quarter of survey respondents (23 percent) said their gifts would include some type of “experience.”
Experts say early shopping this year is due to consumers avoiding global supply chain constraints. Of those surveyed, 71 percent said they have been able to find the items they’re looking for most or all of the time while 67 percent said they are confident or very confident they will find the gifts they’re seeking.
Consumers have responded to this holiday season’s supply chain challenges with flexibility,” Prosper Executive Vice President of Strategy Phil Rist said.
“When shoppers do experience difficulty finding gifts, they take a proactive approach toward alternate solutions like checking another retailer, location or channel or identifying a substitute item. Additionally, some will choose to gift cash or a gift card or even wait to see if the item comes back in stock.”
Consumers also plan to shop post-Christmas, with 65 percent intending to make purchases the week post-Christmas, whether to take advantage of deals and promotions (42 percent) or to use gift cards (24 percent).
The NRF expects holiday sales to grow as much as 11.5 percent, exceeding its previous forecast of 8.5 to 10.5 percent growth.
More on Surveys
The Latest
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
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.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
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.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
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.
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.
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.
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.
