CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
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
SourcingFeb 27, 2026
South African Diamond Mine Closes Amid Search for Missing WorkersOwners of the Ekapa Mine reportedly filed for liquidation about a week after a mudslide trapped five workers who have yet to be found.
MajorsFeb 27, 2026
Jewelers Mutual to Donate $10M to Savannah College of Art and DesignA 10-year alliance has also begun to address the shortage of bench jewelers through scholarships, enhanced programs, and updated equipment.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
CollectionsFeb 27, 2026
Renato Cipullo Turns Gold into HardstonesThe “Splendente” collection has evolved to feature hardstone letter pendants, including our Piece of the Week, the onyx “R.”
Weekly QuizFeb 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsFeb 26, 2026
Noonans to Auction Lady Wardington’s JewelryThe jewelry collection belonged to “one of society's most glamorous and beautiful women of the mid-20th century,” said the auction house.
SourcingFeb 26, 2026
Anglo American CEO Gives Insight Into De Beers SaleThe update came as Anglo took its third write-down on the diamond miner and marketer, which lost more than $500 million in 2025.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
ColumnistsFeb 26, 2026
Practical Ways Jewelers Can Leverage AI in 2026Emmanuel Raheb discusses the rise of “GEO” and the importance of having well-written, quality content on your website.
CrimeFeb 26, 2026
Three Sentenced in California Jewelry HeistEach received around four years for burglarizing a jewelry store and a coffee shop in Simi Valley, California, last May.
Events & AwardsFeb 26, 2026
GIA Names 2026 Jewelry Design Contest Winner, Retires Annual AwardCatherine Aulick, a GIA graduate, received the ninth and final Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.
TrendsFeb 25, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
SourcingFeb 25, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
EditorsFeb 25, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
PodcastsFeb 25, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
WatchesFeb 25, 2026
Private Equity Firms Write Down Value of Breitling, Report SaysThe Swiss watchmaker is battling declining sales amid a rapid retail expansion, according to a Financial Times report.
CollectionsFeb 25, 2026
Rahaminov Diamonds’ New Campaign Honors Its MatriarchThe campaign celebrates Giustina Pavanello Rahaminov, the co-founder’s wife and matriarch of the family-owned brand, for her 88th birthday.
IndependentsFeb 25, 2026
Borsheims Names 2025 ‘Ike-It’ Award WinnerRachel Bennett, a senior jeweler who has been with Borsheims since 2004, earned the award.
Policies & IssuesFeb 24, 2026
IEEPA Tariffs Terminated, New 10% Tariff Already ImposedAfter the Supreme Court struck down the IEEPA tariffs, President Trump imposed a 10 percent tax on almost all imports via a different law.
IndependentsFeb 24, 2026
Sherry Smith Now Principal Partner at The Retail SmithsThe industry veteran, who was with The Edge Retail Academy for 14 years, joins her husband at the company he founded in 2022.
IndependentsFeb 24, 2026
Yafa Signed Jewels to Open Store in MiamiThe vintage signed jewelry retailer chose Miami due to growing client demand in the city and the greater Latin American region.
WatchesFeb 24, 2026
Chrono24 Names New VP, U.S. General ManagerFormer Flight Club executive Jin Lee will bring his experience from the sneaker world to the pre-owned watch marketplace.
SourcingFeb 23, 2026
Designer Eddie Sakamoto, a Humble Artist, Dies at 72Sakamoto, who died in mid-January following a sudden illness, is remembered for his humility and his masterful, architectural designs.
Events & AwardsFeb 23, 2026
NYCJAOS Announces Four-Day Spring ShowThe April event will feature a new VIP shopping day requiring a special ticket.
TrendsFeb 23, 2026
Dua Lipa Is Bulgari’s New AmbassadorBulgari chose the British-Albanian singer-songwriter for her powerful and enduring voice in contemporary culture, the jeweler said.
Policies & IssuesFeb 20, 2026
Supreme Court Rules Against Most of President Trump’s TariffsIn a 6-3 ruling, the court said the president exceeded his authority when imposing sweeping tariffs under IEEPA.
ColumnistsFeb 20, 2026
Peter Smith: Happiness, Cavemen, and Jewelry SalesSmith encourages salespeople to ask customers questions that elicit the release of oxytocin, the brain’s “feel-good” chemical.
