Columnists

The Smart Lab: 5 Holiday Shopping Predictions for 2022

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.

2021_Emmanuel-Raheb.jpg
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 … 

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.  

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

Stock image of handcuffs
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry Heist

The heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Weekly QuizJun 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Tiffany Stevens
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board Leader

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

Lee Min Seo and Ianyan Jewelry
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused Award

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy