SurveysNov 10, 2025
5 Things Retailers Should Know About Holiday Shoppers This YearColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’t
Most customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
December is here. If your store feels busy, that’s good but don’t kid yourself.
Most of the people walking in have already made up their minds. They’ve been looking, comparing, and thinking, long before you even noticed.
In October and November, they were deciding who they could trust.
By the time they step into your store in December, your job isn’t to convince them. It’s to reassure them that they made the right decision.
Too many jewelers miss this memo completely, and that is where the problem lies.
Many retailers wait until December to “sell the holidays,” falsely believing that last-minute promotions or flashy store displays will be enough.
The customers you’re trying to reach have already tuned out that noise.
They aren’t impulsive; they’re more deliberate and thoughtful. They want guidance, not urgency.
They want to feel confident, not pressured.
A customer walking in this month isn’t asking you to persuade them; they’re asking you to help validate their choice.
Many of your potential customers made up their minds weeks ago.
So, what can you do? Here are a few ways you still can influence their decision and capture the sale.
Most of the people walking in have already made up their minds. They’ve been looking, comparing, and thinking, long before you even noticed.
In October and November, they were deciding who they could trust.
By the time they step into your store in December, your job isn’t to convince them. It’s to reassure them that they made the right decision.
Too many jewelers miss this memo completely, and that is where the problem lies.
Many retailers wait until December to “sell the holidays,” falsely believing that last-minute promotions or flashy store displays will be enough.
The customers you’re trying to reach have already tuned out that noise.
They aren’t impulsive; they’re more deliberate and thoughtful. They want guidance, not urgency.
They want to feel confident, not pressured.
A customer walking in this month isn’t asking you to persuade them; they’re asking you to help validate their choice.
Many of your potential customers made up their minds weeks ago.
So, what can you do? Here are a few ways you still can influence their decision and capture the sale.
“Your digital presence is not an option; it’s the first impression.” — Emmanuel Raheb, Smart Age Solutions
First, focus on being clear. Make it easy for people to choose you. Educate them.
Send an email explaining how to pick jewelry styles for everyday wear.
Post an Instagram story showing how a custom piece is made. Include information about timing, when pieces can be ready, what’s realistic for shipping, and how to handle returns or exchanges if needed after the holidays.
These are small touches, but they remove doubt, something discounts alone can’t do.
Customers always notice the difference between being guided and being sold to. You want to be helpful, not hostile.
Second, remember, mobile is where most of the action is happening.
Browsing often happens at night, on a phone, next to a partner, or in the middle of life.
Customers are comparing jewelry stores, saving images of styles they love, and making mental lists of what they want to buy or receive.
If your emails are not formatted to display properly or your website is slow or cluttered, you’re invisible before you even get a chance to talk to them.
This is the reality of jewelry shopping today. Your digital presence is not an option; it’s the first impression.
Third, repetition matters more than urgency.
Customers rarely act after a single exposure. Seeing your jewelry store consistently across all your digital marketing channels (email, social media, pay-per-click, and display ads) helps create familiarity. Familiarity builds trust, and trust builds sales.
One helpful message a week beats three frantic pushes in late December.
Consistency tells the customer that you are reliable, approachable, and ready to guide them with care. You become the jeweler of choice, not chance.
“If your posts feel warm and approachable, but your in-store experience feels unfriendly, rushed or transactional, hesitation will grow.” — Emmanuel Raheb, Smart Age Solutions
Finally, being in total alignment is critical. Your online presence and your jewelry showroom both need to feel like the same store.
If your posts feel warm and approachable, but your in-store experience feels unfriendly, rushed, or transactional, hesitation will grow.
When everything has the same tone, visuals, and experience, the customer moves naturally from research to purchase. Sales become frictionless.
December might feel too late, but it’s not entirely hopeless. There’s still an opportunity for you to guide customers, earn their confidence, and close more holiday sales.
But the bigger lesson is for 2026: start earlier, communicate consistently, and educate long before trying to sell.
Yes, sales happen in December, but decisions happen much earlier.
Jewelers who understand this and act on it don’t just survive the holidays. They dominate them, year after year.
Editors' Picks
Sponsored by
More on Columnists
The Latest
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
