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.
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
AuctionsNov 13, 2026
Historic ‘Romanov Sapphire’ Achieves $4.9M at Sotheby’sThe 197-carat Russian Crown jewel was the leading lot of Sotheby's white-glove Royal & Noble Jewels sale this week.
CollectionsNov 13, 2026
Maison Marcelle’s Bracelet Flows Like FabricThe “Équation” bracelet, our Piece of the Week, was built via 24 gold modules assembled into a piece that feels like fabric on the wrist.
IndependentsNov 13, 2026
Texas Jeweler to Close After 111 YearsAlter’s Gem Jewelry in Beaumont, Texas, is closing as Brian and Lori Alter retire to spend more time with family.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
Events & AwardsNov 13, 2026
Tiffany & Co., CFDA Unveil Second Jewelry Designer Award Finalists Five finalists have been chosen for the Tiffany & Co. x CFDA Jewelry Designer Award’s second cycle.
Weekly QuizNov 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 12, 2026
1 of 7 Men Charged in $100M Brinks Heist to Plead GuiltyThree of the other alleged perpetrators will stand trial next March, while two remain on the lam and one was deported late last year.
AuctionsNov 12, 2026
24-Carat ‘Bulgari Pink’ Diamond Sells for $14.8MUnseen for more than seven decades, the fancy intense pink diamond was the star of Christie’s Geneva jewelry auction.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
WatchesNov 12, 2026
Zadok Jewelers Now Offers Certified Pre-Owned Rolex WatchesThe curated selection is available online and at its showroom in Austin, Texas.
IndependentsNov 12, 2026
Greenberg’s Jewelers Welcomes New Fourth-Generation MembersThe next generation understands what makes the 126-year-old retailer special, said CEO and Co-President Elise Greenberg.
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
SurveysNov 05, 2026
What Retailers Should Know About Holiday Shoppers This YearFrom shrinking budgets to AI elves, here are five takeaways from holiday reports by Bain, Adobe, Mastercard, NRF, and insights from YouGov.
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
