AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
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
Editors' Picks
Sponsored by
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
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
