SurveysNov 29, 2021
Survey: Jewelry, Watch Purchases Are Up in 2021SurveysDec 01, 2021
Holiday Weekend Shopper Totals Top NRF Expectations
Plus, NRF CEO Matthew Shay shares thoughts on the Omicron variant and recent smash-and-grab robberies.
Nearly 180 million people shopped during the five-day period from Thanksgiving Day to Cyber Monday, according to a survey by the National Retail Federation and Prosper Insights & Analytics.
Washington—The holiday shopping season kicked off with quite the busy weekend.
Nearly 180 million people went shopping during the five-day period from Thanksgiving Day to Cyber Monday, according to the annual survey released Tuesday by the National Retail Federation and Prosper Insights & Analytics.
A total of 179.8 million people shopped both in-store and online, down 4 percent compared with 186.4 million shoppers last year, but in line with the average over the last four years.
Despite the year-over-year dip, the results exceeded the NRF’s expectation by more than 21 million.
“Retailers have adapted and enticed customers with a number of incentives throughout November. The Thanksgiving holiday weekend remains a significant time for friends and families to check specific holiday items off their lists,” said NRF President and CEO Matthew Shay in a press release about the survey.
“Over the last few years consumers have shifted their holiday shopping plans to start earlier in the season.”
Black Friday sales began early this year, with retailers holding sales in October and early November.
Nearly half (49 percent) of those surveyed said they took advantage of these deals before Thanksgiving.
Most shoppers (82 percent) said the deals were the same or better than this time last year.
Due in part to a longer shopping season, most shoppers (84 percent) have already gotten a jump on holiday shopping, with 52 percent having completed more than half of their holiday shopping on average.
The Omicron variant of COVID-19 has the potential to put a damper on holiday shopping, but Shay expressed confidence in the resiliency of retailers and noted the progress the United States has made in combating the virus.
“Unfortunately, when the variants have had a real impact on the economy, the goods side of the economy has actually benefited,” noted Shay during a media call about the survey Tuesday, pointing out the shift in spending from services to goods during times of heightened pandemic anxiety.
“We continue to believe that the retail industry is prepared for whatever might happen and that we’ll have a great holiday season,” he said.
Related stories will be right here …
Nearly 180 million people went shopping during the five-day period from Thanksgiving Day to Cyber Monday, according to the annual survey released Tuesday by the National Retail Federation and Prosper Insights & Analytics.
A total of 179.8 million people shopped both in-store and online, down 4 percent compared with 186.4 million shoppers last year, but in line with the average over the last four years.
Despite the year-over-year dip, the results exceeded the NRF’s expectation by more than 21 million.
“Retailers have adapted and enticed customers with a number of incentives throughout November. The Thanksgiving holiday weekend remains a significant time for friends and families to check specific holiday items off their lists,” said NRF President and CEO Matthew Shay in a press release about the survey.
“Over the last few years consumers have shifted their holiday shopping plans to start earlier in the season.”
Black Friday sales began early this year, with retailers holding sales in October and early November.
Nearly half (49 percent) of those surveyed said they took advantage of these deals before Thanksgiving.
Most shoppers (82 percent) said the deals were the same or better than this time last year.
Due in part to a longer shopping season, most shoppers (84 percent) have already gotten a jump on holiday shopping, with 52 percent having completed more than half of their holiday shopping on average.
The Omicron variant of COVID-19 has the potential to put a damper on holiday shopping, but Shay expressed confidence in the resiliency of retailers and noted the progress the United States has made in combating the virus.
“Unfortunately, when the variants have had a real impact on the economy, the goods side of the economy has actually benefited,” noted Shay during a media call about the survey Tuesday, pointing out the shift in spending from services to goods during times of heightened pandemic anxiety.
“We continue to believe that the retail industry is prepared for whatever might happen and that we’ll have a great holiday season,” he said.
More people were shopping in stores this year, with foot traffic up 14 percent year-over-year. The NRF counted 104.9 million in-store shoppers, up from 92.3 million in 2020.
Black Friday was the most popular day for in-store shopping, with 66.5 million shoppers counted, followed by Small Business Saturday with 51 million shoppers.
Supporting local businesses was a priority for many consumers, with 71 percent purposely shopping for Small Business Saturday.
Online shopping took a hit. The number of online shoppers fell 12 percent to 127.8 million from 145.4 million last year.
Black Friday once again was more popular for online shopping than Cyber Monday, a trend in recent years, with 88 million shoppers on Friday compared with 77 million on Monday.
“Over the last few years, Black Friday has emerged as a powerhouse day for both in-store and online shopping,” said Phil Rist, executive vice president of strategy at Prosper.
“Even though many consumers are starting their holiday shopping before Thanksgiving, a considerable portion of their purchases are still made over the course of the five-day weekend.”
Shoppers spent an average of $301.27 on holiday-related purchases over the weekend, down 3 percent from $311.75 in 2020.
Like previous years, most of that money ($215.40) was spent directly on gifts, while the rest went to décor, apparel, and more.
The most popular gift purchases were: clothing and accessories (51 percent), toys (32 percent), gift cards and certificates (28 percent), books/music/movies/video games (27 percent) and electronics (24 percent).
The NRF defines the holiday season as Nov. 1 to Dec. 31 and has forecast that sales will grow between 8.5 percent and 10.5 percent over 2020, totaling $843.4 billion to $859 billion.
Consumers are predicted to spend $997.73 on gifts, holiday items and other non-gift purchases for themselves and their families this year, as per the NRF’s annual survey released in October.
The survey organizers reached out to 5,759 adult consumers between Nov. 24-29.
During the media call, Shay also commented on the recent string of smash-and-grab robberies at retail stores, like the thefts that occurred at a string of California mall jewelry stores.
“I can’t tell you how concerning this is for our members,” said Shay, adding that he’s met with colleagues to discuss the “incredibly challenging” issue.
Shay proposed several solutions, including greater coordination between local, state, and federal authorities and involving the Department of Justice and federal law enforcement.
Editors' Picks
Sponsored by
More on Surveys
The Latest
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
