CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
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
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
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.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
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.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
