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New York--So far this holiday season, most retailers have experience a moderate to significant increase in both foot traffic and sales, and they expect this trend to hold, a new National Jeweler survey shows.

Last Monday, National Jeweler launched its new weekly holiday business survey, a short seven-question inquiry into retailers’ holiday sales and shopper volume that serves as an addition to the weekly holiday sales roundup. 

Among this week's respondents, 63 percent said sales have been up moderately (41 percent) or up significantly (22 percent) to date this holiday season. And 84 percent expect sales to continue to climb, either moderately (61 percent) or significantly (23 percent).

Similar percentages reported moderate (54 percent) to significant (14 percent) increases in foot traffic so far, and forecasted the year would end with moderate (67 percent) to significant increases (17 percent) in shoppers who came through the door.

“Holiday season last year was by far excellent (the best in 27 years) up significantly from 2009,” one survey-taker wrote. “This year has been excellent through 11 months.”

The survey mirrors the results of National Jeweler’s weekly holiday sales roundups which, so far this holiday season, have been positive. The latest report showed that early December sales are surpassing expectations for many retailers.

The findings of increased sales and foot traffic also are in line with what Steven Reiner, vice president of sales and marketing at third-generation family-run Reiner’s Fine Jewelry, is seeing in his Houston store.

“I think with all the economic news we keep hearing,” the increases in sales and foot traffic surprised us, he said. “Then again, with the state of Texas, our economy is healthy compared to other states.”

Retailers surveyed also reported that their average price point was up, though it is unclear how much of the increase is due to consumers gravitating toward more expensive product versus higher commodity costs driving up prices across the board.

A total of 65 percent of retailers reported their price points were up moderately (49 percent) or significantly (16 percent) so far this year and 62 percent said they expect to finish the season with a higher average price point.

The cost of gold continues to be a topic of conversation among jewelers.

“People have sticker shock ... but usually understand why ... Gold price, etc.,” one respondent said.

Another wrote, “My consumer base is relatively unaffected by the recession but has been impacted by higher gold prices. That is an uncontrollable frustration. Buyers who want nicer goods balk at prices but still buy. At issue are add-ons. Prior to gold spiking, add-ons were a matter of course. Now it has to be a value item or something to fill another stocking.”

This survey-taker noted that their store’s inclusion of $50, $75 and $100 gift cards with their holiday cards have resulted in a 30 percent spike in sales.

Reiner said customers at his store are sticking to the basics, such as diamond pendants and earrings, colored stone rings and bridal jewelry.

He said he does not carry a heavy inventory of silver jewelry and that white and yellow gold still sell well at his store, though not at the same volume that they once did.

“I think we’re going to finish strong,” Reiner said. “I think everybody’s in the mood. It’s Christmas, and they want to go buy a gift. I don’t think they’re focusing on the (economic) news.”