EditorsNov 07, 2025
Piece of the Week: An MVP’s Sapphire Tennis Necklace At the 2025 World Series, the Los Angeles Dodgers’ Yoshinobu Yamamoto sported a custom necklace made by California retailer Happy Jewelers.
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
IndependentsNov 07, 2025
Foundrae’s New Palm Beach Location Is a ‘Golden Solarium’The brand’s seventh location combines Foundrae’s symbolic vocabulary with motifs from Florida’s natural surroundings.
FinancialsNov 07, 2025
Watches of Switzerland’s H1 Sales Up 8%The retailer also shared an update on the impact of tariffs on watch customers.
Brought to you by
Jewelers of America Aligns New Mission to Create Meaningful Impact for MembersFrom educational programs, advocacy, and recent MJSA affiliation, Jewelers of America drives progress that elevates businesses of all sizes.
SourcingNov 06, 2025
Pink Tourmaline Bracelet, Emerald Suite Take Top Spectrum Honors Pink and purple stones were popular in the AGTA’s design competition this year, as were cameos and ocean themes.
Weekly QuizNov 06, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsNov 06, 2025
Greenwich St. Jewelers Hosts Raffle Supporting Food RescueAll proceeds from the G. St x Jewel Boxing raffle will go to City Harvest, which works to end hunger in New York City.
IndependentsNov 06, 2025
Cornell’s Jewelers Names New PresidentCourtney Cornell is part of the third generation to lead the Rochester, New York-based jeweler.
SourcingNov 06, 2025
De Beers’ Production, Sales Increase in Q3 De Beers also announced more changes in its upper ranks ahead of parent company Anglo American’s pending sale of the company.
WatchesNov 05, 2025
Shinola President Steps Down Just as He Starts Former Signet CEO Mark Light will remain president of Shinola until a replacement for Ulrich Wohn is found.
AuctionsNov 05, 2025
Taylor Swift’s Engagement Ring Designer Makes Her Auction DebutKindred Lubeck of Artifex has three rings she designed with Anup Jogani in Sotheby’s upcoming Gem Drop sale.
FinancialsNov 05, 2025
Pandora Posts Modest Q3 Sales Growth Amid ‘Weak’ Consumer Sentiment The company focused on marketing in the third quarter and introduced two new charm collections, “Pandora Talisman” and “Pandora Minis.”
FinancialsNov 05, 2025
Brilliant Earth’s Q3 Sales Climb 10%The jewelry retailer raised its full-year guidance, with CFO Jeff Kuo describing the company as “very well positioned” for the holidays.
Policies & IssuesNov 04, 2025
Supreme Court to Hear Tariffs Case WednesdayAhead of the hearing, two industry organizations co-signed an amicus brief urging the court to declare Trump’s tariffs unlawful.
MajorsNov 04, 2025
Danny Clark to Become Stuller CEO, Succeeding Matt StullerStuller COO Belit Myers will take on the additional role of president, with all changes effective at the start of 2026.
ColumnistsNov 04, 2025
Peter Smith: What Do Birds Have to Do With the Price of Gold? Smith cautions retailers against expending too much energy on things they can’t control, like the rising price of gold.
TrendsNov 04, 2025
Amanda’s Style File: Fall Colors for November BirthdaysCitrine and topaz are birthstones fit for fall as the leaves change color and the holiday season approaches.
IndependentsNov 04, 2025
Weston Jewelers Heads to Fort LauderdaleThe family-owned jeweler will open its fourth store in Florida in late 2027.
CrimeNov 03, 2025
Men Dressed as Construction Workers Burglarize Jeweler’s Home The NYPD is looking for three men who stole a safe and jewelry valued at $3.2 million from the home of a jeweler in Jamaica Hills, Queens.
MajorsNov 03, 2025
Matthew Rosenheim Takes Over as JA Board ChairThe trade organization also announced its executive committee and five new directors.
CollectionsNov 03, 2025
Muse’s ‘Have a Heart’ Collab Returns, Now With DDGThe “Have a Heart x Diamonds Do Good” collection is championed by model and humanitarian Flaviana Matata and will benefit her foundation.
AuctionsNov 03, 2025
Kashmir Sapphire Ring Tops Christie's Online AuctionThe ring, set with a nearly 17-carat Kashmir cabochon sapphire, sold for $1 million.
TrendsOct 31, 2025
Piece of the Week: A Spinner Fit for ‘Frankenstein’This “Mother Father” spinner necklace from Heavenly Vices Fine Jewelry draws inspiration from Victorian Era jewelry.
CrimeOct 31, 2025
5 More Arrested in Louvre Heist, Jewelry Still Missing The suspects were rounded up in Paris and its suburbs on Wednesday night, but none of the stolen jewels were recovered with them.
Recorded WebinarsOct 31, 2025
Watch: How to Master Google Reviews for Your BusinessExperts share top tips on how to encourage positive reviews and handle negative feedback.
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
