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

LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

×

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