SourcingAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
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
Editors' Picks
Sponsored by
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
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
Weekly QuizAug 20, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
TechnologyAug 20, 2026
A New AI-Powered Gemstone Identification App Is HereFounder Vik Westermann said the app is a “starting point” to inspire people to work with appraisers and gem labs, not replace them.
AuctionsAug 20, 2026
Storied Unicorn Brooch Up for Auction Gallops to New Home The Verdura brooch, which belonged to the late Virginia Fortune Ryan Ogilvy, was sold to a private collector in Asia.
Events & AwardsAug 20, 2026
MJSA Education Foundation Names 5 Scholarship WinnersThe five students were awarded a total of $10,000 through the nonprofit’s 2026 “Future of Jewelry Making” scholarship.
MajorsAug 20, 2026
Plumb Club Elects 2026-2027 BoardSteven Lerche is now beginning his term as the youngest member to become president of The Plumb Club’s elected executive committee.
MajorsAug 19, 2026
Mike Alexander To Succeed Scott Murphy as Jewelers Mutual CEO Murphy will retire at the end of the year and Alexander, currently the company’s president, will take over at the start of 2027.
Policies & IssuesAug 19, 2026
Spinelli Kilcollin Embraces Dupes With Trade-In ProgramThe jeweler is encouraging customers who own lookalike rings to come into the store and trade them for credit towards an authentic piece.
MajorsAug 19, 2026
Zales Wants You to Wear Fine Jewelry Every DayThe new campaign, “You Are The Occasion,” discourages shoppers from saving their fine jewelry for special occasions only.
SourcingAug 19, 2026
Vasant Mehta, a Dedicated Diamond Industry Leader, Dies at 81Mehta led India’s GJEPC through the 2008 financial crisis and was respected worldwide for his wisdom, integrity, and knowledge.
CrimeAug 18, 2026
2 California Men Arrested in Fatal Vehicle Smash RobberyOne is the driver who allegedly crashed a car into a Sacramento jewelry store in April, striking a 71-year-old employee who later died.
ColumnistsAug 18, 2026
Peter Smith: The IKEA Effect and Bridal Branding In a new column, Peter Smith posits that people actually enjoy putting together IKEA furniture, and the same is true for engagement rings.
