On Data: A Merry December for Independents So Far

ColumnistsDec 18, 2019

On Data: A Merry December for Independents So Far

The Edge Retail Academy’s Sherry Smith returns with a mini-update on how the holiday season is going.

Sherry Smith is director of business development for data and consulting company The Edge Retail Academy. She can be reached at
I kicked off my new column, On Data, earlier this month with a look at independent jewelers’ 2019 performance through the month of October.

Today, I’m back with a mini month-to-date update for December, since it is one of the most important months of the year for retail jewelers. 

With only seven days left until Christmas, independents are showing a 3.2 percent uptick in gross sales for Dec. 1 to 14 when compared with the same period in 2018.

The number of units sold continues to trend down at -8.2 percent, but the average retail sale is up 8.4 percent year-over-year, currently at $348. 

The diamond fashion jewelry category continues to stand out with a 5.6 percent increase in gross sales and a 4.4 percent increase in units. 

However, the average retail sale for diamond fashion jewelry has slipped 2.3 percent. It is currently at $1,465, down from $1,500.

Also, I need to mention the colored stone and pearl category, which is up 1.5 percent in gross sales year-over-year, down 7.7 percent in units but only down by $3 in average retail sale.

If the month-to-date growth continues, independents will finish up in calendar year 2019, topping the majors’ performances.

Look for my next mini month-to-date briefing on Monday, Dec. 23. 
Sherry Smithis director of business development for data and consulting company The Edge Retail Academy.

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