ColumnistsSep 14, 2022
On Data: Retailing in a Recession ColumnistsSep 20, 2022
The Smart Lab: 5 Holiday Shopping Predictions for 2022
From free shipping to early shopping, Emmanuel Raheb outlines a handful of factors expected to shape the holiday season this year.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Predicting the future is a key part of every jeweler’s success.
You need to know who you customers are and which styles are most likely to sell.
You need to stay aware of the latest fashion trends and avoid buying inventory that won’t sell, especially as we move into the fourth quarter, the most wonderful time of year for many retailers.
According to Deloitte, total U.S. holiday retail sales are expected to increase 4 to 6 percent year-over-year in 2022, nearing $1.5 trillion. E-commerce sales are expected to grow between 13 and 14 percent.
That’s a huge opportunity for you to grow your jewelry business.
Remember, looking forward is always the best way to avoid going backward.
Here are five holiday shopping predictions for 2022 every jeweler should keep in mind.
1. Holiday shopping will start earlier.
Traditionally, the holiday shopping season has started the day after Thanksgiving on Black Friday.
With the growth of the internet in the early 1990s and 2000s, Cyber Monday grew into its own event.
With more and more retailers competing for the same number of customers, the promotion window has moved back even earlier, weeks or even a full month before Black Friday.
According to Statistica, only 22 percent of consumers said they would wait until Thanksgiving to start their holiday shopping, meaning 78 percent of people intend to shop much earlier.
October has become “the new Thanksgiving” and it’s not too soon to begin your promotions the last week of September, if you have a strong customer base and an appealing “early bird” offer.
In fact, you should continue running special offers and your marketing campaigns right through the holiday season and up until the end of the year.
Start early and promote often.
2. Shoppers will embrace mobile shopping.
As people become more and more accustomed to using their smartphone for everything, desktop computers have quickly become the second choice.
The primary way most people shop will be through their phones.
According to Insider Intelligence, mobile shopping sales topped $359 billion in 2021, an increase of 15 percent over 2020. This number is expected to double by 2025.
Not only is mobile shopping convenient, but the most successful websites have an excellent mobile user experience customized to each person.
Think about it—your phone is always with you, making it extremely easy to shop even if you’ve got just a few minutes to spare.
People are busy and when they need to buy a quick gift or just want to get ideas, they’ll start browsing on their phone.
Everything you do in your e-commerce strategy should be mobile first.
Related stories will be right here …
You need to know who you customers are and which styles are most likely to sell.
You need to stay aware of the latest fashion trends and avoid buying inventory that won’t sell, especially as we move into the fourth quarter, the most wonderful time of year for many retailers.
According to Deloitte, total U.S. holiday retail sales are expected to increase 4 to 6 percent year-over-year in 2022, nearing $1.5 trillion. E-commerce sales are expected to grow between 13 and 14 percent.
That’s a huge opportunity for you to grow your jewelry business.
Remember, looking forward is always the best way to avoid going backward.
Here are five holiday shopping predictions for 2022 every jeweler should keep in mind.
1. Holiday shopping will start earlier.
Traditionally, the holiday shopping season has started the day after Thanksgiving on Black Friday.
With the growth of the internet in the early 1990s and 2000s, Cyber Monday grew into its own event.
With more and more retailers competing for the same number of customers, the promotion window has moved back even earlier, weeks or even a full month before Black Friday.
According to Statistica, only 22 percent of consumers said they would wait until Thanksgiving to start their holiday shopping, meaning 78 percent of people intend to shop much earlier.
October has become “the new Thanksgiving” and it’s not too soon to begin your promotions the last week of September, if you have a strong customer base and an appealing “early bird” offer.
In fact, you should continue running special offers and your marketing campaigns right through the holiday season and up until the end of the year.
Start early and promote often.
2. Shoppers will embrace mobile shopping.
As people become more and more accustomed to using their smartphone for everything, desktop computers have quickly become the second choice.
The primary way most people shop will be through their phones.
According to Insider Intelligence, mobile shopping sales topped $359 billion in 2021, an increase of 15 percent over 2020. This number is expected to double by 2025.
Not only is mobile shopping convenient, but the most successful websites have an excellent mobile user experience customized to each person.
Think about it—your phone is always with you, making it extremely easy to shop even if you’ve got just a few minutes to spare.
People are busy and when they need to buy a quick gift or just want to get ideas, they’ll start browsing on their phone.
Everything you do in your e-commerce strategy should be mobile first.
3. Online shopping will be an even bigger factor.
Even with physical jewelry stores reopening and many back to a full staff and normal (pre-COVID) operating hours, online shopping is not going away.
In fact, e-commerce is expected to continue to grow, as 85 percent of consumers plan to do at least some of their holiday shopping online, according to NPD.
This same study also cited that the number of people who plan to shop exclusively in brick-and-mortar stores has dropped to 14 percent today, down from 20 percent in 2019.
What caused this decline? It is the ease, speed and convenience of online shopping.
The pandemic changed buying habits and even people who would have never considered buying a high-ticket item online, don’t think twice about doing it now.
4. Free shipping will impact your holiday sales.
People have been spoiled to expect free shipping; blame Amazon.
In fact, not offering free shipping or hiding high shipping costs until too late in the checkout process is the main reason why most people abandon their cart.
No one likes a gotcha moment when they’re about to click “buy.” A nasty surprise at checkout makes it easy for customers to say, “no thanks.”
As you compete with other retailers, you need to match what they’re offering and free shipping is simply the starting point. Your holiday sales will be affected.
Editors' Picks
Sponsored by
5. Personalized shopping experiences will matter.
Consumers are increasingly looking for a unique and compelling shopping experience.
Beyond clicking through catalog pages and browsing endless styles, jewelry buyers want a better way to shop.
Even with many jewelry stores shut down during the pandemic, 45 percent of online holiday shoppers wanted to access a virtual showroom, according to LivePerson. Although people couldn’t visit the store, they still craved that personal touch you only get from behind the counter.
The pandemic created up a whole new way to shop.
Even though stores have now reopened, there’s no reason why your next customer can’t be down the street or in another state.
By offering a concierge service to your audience, you can easily personalize the shopping experience and work with them one-on-one as if they’re right in front of you.
Show engagement ring styles, explore new collections, or give them a sneak preview of your latest showcase, all from the convenience of their home. It’s a fun and great way to shop, especially for someone who needs help choosing a gift but wants a jewelry expert’s help and guidance.
As part of creating a compelling shopping experience, you’ll also need to offer in-store pick-up, ship-to-home, or same-day delivery (if the customer is local). However the customer wants to receive the item, you can personalize it to them.
In summary, although the economic outlook remains uncertain and challenging, you can look ahead to best prepare your jewelry business.
These five holiday shopping predictions are not new; they involve areas of retail that have been growing steadily.
The biggest and smartest jewelers already knew these shifts were coming because they felt the impact and could see the changes in their business.
By embracing these trends and planning for them, you’ll be best prepared to have an extremely profitable holiday season.
Consumers are increasingly looking for a unique and compelling shopping experience.
Beyond clicking through catalog pages and browsing endless styles, jewelry buyers want a better way to shop.
Even with many jewelry stores shut down during the pandemic, 45 percent of online holiday shoppers wanted to access a virtual showroom, according to LivePerson. Although people couldn’t visit the store, they still craved that personal touch you only get from behind the counter.
The pandemic created up a whole new way to shop.
Even though stores have now reopened, there’s no reason why your next customer can’t be down the street or in another state.
By offering a concierge service to your audience, you can easily personalize the shopping experience and work with them one-on-one as if they’re right in front of you.
Show engagement ring styles, explore new collections, or give them a sneak preview of your latest showcase, all from the convenience of their home. It’s a fun and great way to shop, especially for someone who needs help choosing a gift but wants a jewelry expert’s help and guidance.
As part of creating a compelling shopping experience, you’ll also need to offer in-store pick-up, ship-to-home, or same-day delivery (if the customer is local). However the customer wants to receive the item, you can personalize it to them.
In summary, although the economic outlook remains uncertain and challenging, you can look ahead to best prepare your jewelry business.
These five holiday shopping predictions are not new; they involve areas of retail that have been growing steadily.
The biggest and smartest jewelers already knew these shifts were coming because they felt the impact and could see the changes in their business.
By embracing these trends and planning for them, you’ll be best prepared to have an extremely profitable holiday season.
More on Columnists
The Latest
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
