CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
SurveysSep 25, 2018
Counting Down the 10 Busiest Days This Holiday Season
No. 1 is expected to be Black Friday, while the weekend before Christmas will take on extra significance this year.
The busiest day of the 2018 holiday shopping season is expected to be Friday, Nov. 23, also known as Black Friday. Predicted to come in second is Dec. 22, the last Saturday before Christmas.
New York—With Dec. 25 falling on a Tuesday this year, the final Saturday and Sunday before Christmas are expected to be among the busiest days for brick-and-mortar stores, ShopperTrak said.
Each year, the foot traffic-tracking firm releases a list of the November and December days on which it believes the most consumers will go into stores to shop. (The company does not make any predictions in regards to online shopping.)
Brian Field, senior director of the retail consulting practice at ShopperTrak, said the predictions are based on past ShopperTrak data—the company has been analyzing retail foot traffic patterns for 20 years and collects more than 40 billion footsteps every year—and what day of the week Christmas lands on in any given year.
“The shift of that one day tells us when most shoppers will be taking vacations and when they will be back at work,” he said. “This, in turn, tells you how intense the days leading into Christmas Day will be.”
It is “critical” for retailers to understand the holiday date pattern, Field said, so they have the correct staff on the floor and product in stock on the days that will be busiest. Otherwise, they risk losing sales.
As in years past, the top day for shopping—across all retail, not just jewelry—is predicted to be Friday, Nov. 23, the day after Thanksgiving otherwise known as Black Friday
This may not hold for jewelers, particularly independents, who, when interviewed at the start of the holiday season, typically tell National Jeweler that Black Friday is a day to buy big-screen TVs at Best Buy and waffle irons at Walmart.
Jewelry store foot traffic doesn’t pick up until later in the season, as fine jewelry is a gift consumers often put off buying until the last minute.
After Black Friday, ShopperTrak said the busiest days for in-store traffic will be as follows.
2. Saturday, Dec. 22, “Super Saturday”
3. Saturday, Dec. 15
4. Sunday, Dec. 23, the last Sunday before Christmas Day
5. Saturday, Nov. 24, the Saturday after Thanksgiving
6. Saturday, Dec. 8
7. Friday, Dec. 21, the Friday before Christmas
8. Wednesday, Dec. 26
9. Saturday, Dec. 1
10. Saturday, Dec. 29
The fact that Christmas is on a Tuesday this year makes the Saturday and Sunday before the holiday more important, which is why those days rank on the list at Nos. 2 and 4, respectively. The final Friday (Dec. 21, No. 7 on the list) before Christmas
is expected to be less busy.
Field explains: “Last year, when Christmas Eve was on Sunday and Christmas Day fell on a Monday, it put more significance on the Friday before, while this year, since they’re on Monday and Tuesday, it will add more shopper traffic to Saturday and Sunday.”
He also noted the decline in in-store foot traffic was less steep last year than in previous years, and ShopperTrak also saw a 3 percent increase in sale per shopper, which, “proved that shoppers are still flocking to brick-and-mortar and making purchases when they get there, reinforcing that the retail apocalypse is nothing more than a myth.”
Field explains: “Last year, when Christmas Eve was on Sunday and Christmas Day fell on a Monday, it put more significance on the Friday before, while this year, since they’re on Monday and Tuesday, it will add more shopper traffic to Saturday and Sunday.”
He also noted the decline in in-store foot traffic was less steep last year than in previous years, and ShopperTrak also saw a 3 percent increase in sale per shopper, which, “proved that shoppers are still flocking to brick-and-mortar and making purchases when they get there, reinforcing that the retail apocalypse is nothing more than a myth.”
More on Surveys
The Latest
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
MajorsDec 02, 2025
Lee Krombholz Takes Over as Chair of MJSA Education FoundationIn addition, a slate of new officers and trustees were appointed to the board.
IndependentsDec 02, 2025
RJO Welcomes Its 1,200th Retail MemberWitt’s Jewelry in Wayne, Nebraska, is the organization’s new milestone member.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
CrimeDec 01, 2025
Fourth Man Charged in Louvre Jewelry HeistThe man, who has a criminal history, is suspected of being the fourth member of the four-man crew that carried out the heist.
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
IndependentsDec 01, 2025
Lustig Jewelers’ New Owner Is a Fellow Chicago JewelerMichael Helfer has taken the reins, bringing together two historic Chicago jewelry names.
MajorsDec 01, 2025
PGI Debuts Platinum-Filled Holiday Gift GuideThe guide features all-new platinum designs for the holiday season by brands like Harwell Godfrey, Ritani, and Suna.
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
TrendsNov 26, 2025
Piece of the Week: Rosior’s Pumpkin RingRosior’s high jewelry cocktail ring with orange sapphires and green diamonds is the perfect Thanksgiving accessory.
IndependentsNov 26, 2025
Greenwich St. Jewelers Launches Colorful Holiday CampaignThe “Embrace Your True Colors” campaign features jewels with a vibrant color palette and poetry by Grammy-nominated artist Aja Monet.
