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
EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
