MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
SurveysNov 28, 2018
Fewer Consumers Shopped Over Thanksgiving Weekend, NRF Says
More than 165 million Americans were spending money in stores or online, down from the 174 million in 2017.
Washington—More than 165 million Americans shopped in stores or online during the Thanksgiving holiday weekend, according to the National Retail Federation and Prosper Insights & Analytics.
Prosper Insights performed a survey on behalf of the NRF, asking 3,058 consumers about Thanksgiving weekend and Cyber Monday shopping plans on Nov. 24 and 25.
While the final shopper turnout figure is more than the 164 million predicted in the NRF pre-holiday survey, it is a 5 percent decrease when compared with last year.
The NRF speculated that with more days to shop before Christmas this year, consumers were not feeling the need to spend money over Thanksgiving weekend and are taking their time.
Additionally, according to insights released by ShopperTrak, visits to brick-and-mortar retail stores and shopping centers were down 1 percent in the combined two-day period of Thanksgiving Day and Black Friday when compared with last year. On Black Friday specifically, foot traffic was down 1.7 percent.
ShopperTrak said this slight traffic variance is consistent with results over the past few years.
When it came to how much shoppers were spending, the NRF’s survey shows that the average shopper spent $313.29 on gifts and other holiday items over the five-day span from Thanksgiving to Cyber Monday, 69 percent of which went specifically to gifts.
The biggest spenders were older millennials (those in their early 30s) and Generation Xers who are 35 to 44 at $413.05.
RELATED CONTENT: Millennials Expected to Spend the Most This Holiday Season
Additionally, a new trend popped up among younger consumers.
Members of the Gen Z demographic and younger millennials spent an average of $149 on gifts for themselves—more than any other generation.
Consumers also increasingly were shopping omnichannel, with more than 89 million people indicating they shopped both online and in stores, a nearly 40 percent increase from last year. What’s more, the “multichannel shopper,” as the NRF identified them, outspent the single-channel shopper by an average of $93.
Top purchases over the weekend included apparel (57 percent), toys (34 percent), books and video games (29 percent), electronics (26 percent) and gift cards (20 percent).
Not surprisingly, the most popular day to shop online was Cyber Monday, as indicated by 67.4 million shoppers, followed by Black Friday with 65.2 million shoppers.
The most popular day for in-store shopping was Black Friday with more than 67 million shoppers, followed by Small Business Saturday with 47.4 million shoppers.
Top shopping destinations during the
weekend included department stores (42 percent), online retailers (38 percent), apparel stores (30 percent), grocery stores (30 percent), discount stores (29 percent) and electronics stores (27 percent).
As mentioned before, there is less of a rush this shopping season with more days allowing for chances before Christmas.
On average, consumers have more than half (56 percent) of their holiday shopping remaining, according to the NRF survey. A vast majority of consumers (92 percent) said they think the strong deals seen over Thanksgiving weekend will continue or improve throughout the rest of the season.
The NRF did not offer any final sales numbers for the weekend, but it’s been reported that a record $6.22 billion was spent online on Black Friday while $3.7 billion was spent online Thanksgiving Day.
The NRF forecasts that holiday spending will increase between 4.3 and 4.8 percent over last year.
As mentioned before, there is less of a rush this shopping season with more days allowing for chances before Christmas.
On average, consumers have more than half (56 percent) of their holiday shopping remaining, according to the NRF survey. A vast majority of consumers (92 percent) said they think the strong deals seen over Thanksgiving weekend will continue or improve throughout the rest of the season.
The NRF did not offer any final sales numbers for the weekend, but it’s been reported that a record $6.22 billion was spent online on Black Friday while $3.7 billion was spent online Thanksgiving Day.
The NRF forecasts that holiday spending will increase between 4.3 and 4.8 percent over last year.
More on Surveys
The Latest
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
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.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
Weekly QuizDec 18, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
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.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
