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
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Lab-GrownJun 04, 2025
GIA Reverting to More General Terminology for Lab-Grown DiamondsIt will quit assigning the stones specific color and clarity grades in favor of applying “new descriptive terminology.”
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat EmeraldIt was featured in the miner’s latest sale, which brought in $24.8 million.
TechnologyMay 29, 2025
GemFind Launches AI Product Description SoftwareGemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.
