MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
SurveysNov 27, 2019
56% of Holiday Shoppers Have Already Started, NRF Survey Says
And they’ve worked their way through at least one-quarter of their lists already, the highest level in survey history.
The National Retail Federation expects holiday sales to total between $727.9 and $730.7 billion.
Washington—More than half of consumers have already started their holiday shopping, according to a survey by the National Retail Federation and Prosper Insights & Analytics.
The survey found 56 percent of consumers had begun shopping by the first week of November. The result was similar to the past few years, but up from the 48 percent recorded a decade ago.
Consumers, on average, have completed 24 percent of their shopping, the highest level recorded in the survey’s history and up substantially from 16 percent in 2009.
Four percent of consumers have completely finished checking items off their holiday shopping lists, while 18 percent said they would wait until December to start buying gifts.
Shoppers said they would get a head start as a way to dodge crowds, avoid waiting until the last minute, and spread out their spending.
The results are a telltale sign that the holiday season is spreading out beyond the period between Thanksgiving and Christmas, NRF CEO Matthey Shay said in a press release.
“Thanksgiving is still a hallmark of the season, and there’s billions of dollars in shopping still to come. But many consumers have already been shopping for weeks, and retailers are increasingly adapting to that.”
Phil Rist, executive vice president of strategy at NRF, said some retailers responded this year by rolling out holiday deals before Halloween.
The NRF expects holiday retail sales to increase between 3.8 percent and 4.2 percent year-over-year, with sales totaling as much as $730.7 billion.
The NRF defines the holiday season as Nov. 1 to Dec. 31.
There are 26 days between Thanksgiving and Christmas this year, six fewer days than last year and the shortest number possible.
The NRF surveyed 7,917 adult consumers Oct. 31 through Nov. 6.
Market research company NPD recently published a pre-holiday-season survey as well, breaking down holiday shoppers by generation.
Gen X and baby boomers are expected to spend the most on holiday shopping, according to NPD’s 2019 Holiday Purchase Intentions Survey.
Gen Z and millennial shoppers, meanwhile, are the most likely groups to begin shopping on Black Friday.
NPD Group said knowing how the generations differ can be critical for marketers.
“No consumer can be left behind in today’s increasingly competitive retail environment where shoppers demand a more personalized approach than ever before,” Marshal Cohen, NPD’s chief industry advisor, said in a press release.
Black Friday deals are expected to draw in Gen Z shoppers, with 18 to 22 year olds, the
older segment of the group, planning to spend the least of all generations, although one-third will spend more than last year.
The generation is less likely than millennials and Gen X to shop online, but are expected to buy clothing, accessories, and electronics.
Millennials are “all about the deals, dollars, and technology this holiday,” according to the survey, with 20 percent expected to start shopping on Black Friday, second only to Gen Z shoppers.
The generation is expected to spend less than Gen X and Boomers, but one-third will spend more than last year.
The majority of Millennials will shop online, with 46 percent buying electronics and 19 percent shopping at dollar stores.
Gen X shoppers were described as “the big holiday spenders,” and are expected to spend more than all the other generations.
More than half of the segment will shop at mass merchants while 77 percent will shop at online-only retailers.
Gen Xers are most likely to buy clothing and accessories (68 percent) and entertainment items (44 percent).
Boomers are expected to get a head start on holiday shopping with 57 percent expected to begin before Thanksgiving, a greater percentage than any other generation.
The generation will spend the second highest amount after Gen X, though overall spending is in-line with last year.
It is the most likely generation to shop at department stores (24 percent) and national chains (27 percent) and most likely to buy liquor or wine as holiday gifts (26 percent).
Silent Generation shoppers (born 1925-1945) will be important at stores and at the last minute, as per the study.
It is the most likely generation to start shopping late, with four out of 10 shoppers planning to do so, and only half will shop online.
The generation will spend about the same as millennials and about as much as they did last year.
The NPD sent its survey to its online consumer panel in September to create a representative U.S. sample and presented the results of 3,485 completed surveys in the report.
The generation is less likely than millennials and Gen X to shop online, but are expected to buy clothing, accessories, and electronics.
Millennials are “all about the deals, dollars, and technology this holiday,” according to the survey, with 20 percent expected to start shopping on Black Friday, second only to Gen Z shoppers.
The generation is expected to spend less than Gen X and Boomers, but one-third will spend more than last year.
The majority of Millennials will shop online, with 46 percent buying electronics and 19 percent shopping at dollar stores.
Gen X shoppers were described as “the big holiday spenders,” and are expected to spend more than all the other generations.
More than half of the segment will shop at mass merchants while 77 percent will shop at online-only retailers.
Gen Xers are most likely to buy clothing and accessories (68 percent) and entertainment items (44 percent).
Boomers are expected to get a head start on holiday shopping with 57 percent expected to begin before Thanksgiving, a greater percentage than any other generation.
The generation will spend the second highest amount after Gen X, though overall spending is in-line with last year.
It is the most likely generation to shop at department stores (24 percent) and national chains (27 percent) and most likely to buy liquor or wine as holiday gifts (26 percent).
Silent Generation shoppers (born 1925-1945) will be important at stores and at the last minute, as per the study.
It is the most likely generation to start shopping late, with four out of 10 shoppers planning to do so, and only half will shop online.
The generation will spend about the same as millennials and about as much as they did last year.
The NPD sent its survey to its online consumer panel in September to create a representative U.S. sample and presented the results of 3,485 completed surveys in the report.
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.”
