AuctionsNov 13, 2026
Historic ‘Romanov Sapphire’ Achieves $4.9M at Sotheby’sThe 197-carat Russian Crown jewel was the leading lot of Sotheby's white-glove Royal & Noble Jewels sale this week.
SurveysDec 04, 2019
Thanksgiving Deals Draw Record Number of Shoppers, Says NRF
Sales from Thanksgiving through Cyber Monday attracted nearly 190 million shoppers, 14 percent more than last year.
Holiday shoppers spent an average $361.90 over the five-day period from Thanksgiving to Cyber Monday, according to the National Retail Federation’s survey.
Washington—A record number of shoppers flocked to sales from Thanksgiving through Cyber Monday this year and spent more than last year, according to a survey by the National Retail Federation and Prosper Insights & Analytics.
The survey shows nearly 190 million million U.S. consumers shopped online or in stores over the five-day period, a 14 percent increase over 166 million last year.
But, how much did they spend and what did they buy?
Read on to find out as National Jeweler outlines the survey’s findings, which NRF executives divulged in a conference call late Tuesday morning.
How much did shoppers spend?
According to the survey, consumers spent an average of $361.90 on holiday items over the five-day period, 16 percent more than the $313.29 spent last year, with 71 percent ($257.33) being spent on gifts.
The 25- to 34-year-old shoppers were the biggest spenders at $440.46, followed by shoppers ages 35-44 at $439.72.
Where did they shop?
The survey noted 124 million people shopped in stores while more, 142 million, shopped online.
Shoppers who bought things both online and in stores spent at least 25 percent more ($366.79) than those who shopped through only one channel.
Department stores were the top shopping destinations, cited by 50 percent of those surveyed.
Clothing stores came in second at 36 percent, followed by grocery stores at 34 percent, electronics stores at 32 percent, and discount stores at 29 percent.
When did they shop?
The busiest day for in-store shopping was Black Friday, with sales luring 84 million shoppers, followed by Small Business Saturday with 60 million.
As for Saturday shoppers, 73 percent were likely to shop specifically for Small Business Saturday, according to the survey.
Thanksgiving Day shoppers totaled 38 million, while 29 million shoppers hit stores Sunday.
Cyber Monday came in fifth place, with 22 million shoppers.
This year was the first time Black Friday (93 million shoppers) topped Cyber Monday (83 million) as the busiest day for online shopping.
Saturday sales drew 58.2 million shoppers online, followed by 49.7 million Thanksgiving Day and 43.1 million Sunday.
Who was shopping?
Men and younger consumers are usually the shopping procrastinators, NRF CEO Matt Shay said on Tuesday’s call, but not so this year.
The survey found 87 percent of shoppers under 25 hit stores in the five-day period from Thanksgiving to Cyber Monday this year, up from 69 percent last year.
Under-25 shoppers completed 58 percent of their holiday shopping in the period, compared with 40 percent a year ago.
For men, 73 percent were out shopping, compared with 65 percent last year.
How about online sales?
“The growth in online retail sales is a tide that lifts everybody,” Phil Rist, Prosper’s executive vice president of strategy, said in a press release announcing the survey results.
For online shoppers, free shipping was the biggest draw to make a purchase they were otherwise hesitant about, according to 49 percent of respondents, up from 42 percent last year.
Being able to buy online and pick up in-store, also known as BOPIS, was another top reason, cited by 20 percent of respondents, up from 15 percent last year.
Limited-time sales and promotions were factors for 38 percent of respondents, while 21 percent cited a user-friendly website or app.
Shoppers hunting for a bargain looked to emails from retailers, 39 percent, just ahead of advertising circulars and online search, which tied at 38 percent.
Mobile devices were used by 75 percent of respondents to research products, compare prices, and make purchases, compared with 66 percent last year.
What did they buy?
Apparel took the top spot for gift purchases at 58 percent, followed by toys at 33 percent, electronics at 31 percent, books, music, movies, and video games at 28 percent, and gift cards at 27 percent.
Consumers, on average, finished 52 percent of their shopping during the five-day period, compared with 44 percent during the same weekend last year. (However, it's worth noting that Thanksgiving was six days earlier in 2018.)
The survey also found 39 percent of shoppers believe deals will get better as the holiday season continues.
Will the tariff negotiations affect holiday sales?
The impact of the current tariffs was not felt this holiday weekend, Shay said on the call.
He noted 80 percent of consumers are aware of, and concerned about, the impact of tariffs on consumer prices, but said shoppers are still out there buying and behaving confidently.
“We know that up to this point, consumers have paid nearly $40 billion in increased prices because of existing tariffs,” said Shay.
“We’re hopeful that we see some positive resolution to trade conversations that are taking place in a number of places now.”
Shay warned against trying to “armchair-quarterback things,” and instead let the situation play out.
Holiday retail sales are expected to increase between 3.8 percent and 4.2 percent year-over-year, with sales totaling as much as $730.7 billion, according to an earlier NRF survey.
The NRF surveyed 6,746 adult consumers from the Wednesday before Thanksgiving through Cyber Monday.
More on Surveys
The Latest
CollectionsNov 13, 2026
Maison Marcelle’s Bracelet Flows Like FabricThe “Équation” bracelet, our Piece of the Week, was built via 24 gold modules assembled into a piece that feels like fabric on the wrist.
IndependentsNov 13, 2026
Texas Jeweler to Close After 111 YearsAlter’s Gem Jewelry in Beaumont, Texas, is closing as Brian and Lori Alter retire to spend more time with family.
Brought to you by
DSF Antique Jewelry: Fine Jewelry, Signed Designers, and a World of Rare DiscoveriesWith over 50 years experience in the trade, DSF Antique Jewelry offers quality, craftsmanship, condition, and remarkable variety.
Events & AwardsNov 13, 2026
Tiffany & Co., CFDA Unveil Second Jewelry Designer Award Finalists Five finalists have been chosen for the Tiffany & Co. x CFDA Jewelry Designer Award’s second cycle.
Weekly QuizNov 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeNov 12, 2026
1 of 7 Men Charged in $100M Brinks Heist to Plead GuiltyThree of the other alleged perpetrators will stand trial next March, while two remain on the lam and one was deported late last year.
AuctionsNov 12, 2026
24-Carat ‘Bulgari Pink’ Diamond Sells for $14.8MUnseen for more than seven decades, the fancy intense pink diamond was the star of Christie’s Geneva jewelry auction.
Brought to you by
How Overnight Mountings’ Bridal Builder Makes Custom Engagement Ring Design Easier to SellWith customization becoming more expected in engagement ring shopping, the Bridal Builder makes the process tangible.
WatchesNov 12, 2026
Zadok Jewelers Now Offers Certified Pre-Owned Rolex WatchesThe curated selection is available online and at its showroom in Austin, Texas.
IndependentsNov 12, 2026
Greenberg’s Jewelers Welcomes New Fourth-Generation MembersThe next generation understands what makes the 126-year-old retailer special, said CEO and Co-President Elise Greenberg.
Lab-GrownNov 10, 2026
GIA Examines Pink Lab-Grown Diamond Made to Look NaturalThe 6-carat CVD-grown pink diamond was “deliberately modified” to mimic the appearance of a natural rough diamond, the lab said.
SourcingNov 10, 2026
Botswana in Line to Take Controlling Stake in De Beers, President Says If the Global Diamond Consortium emerges as the top bidder for De Beers, Botswana’s stake will double to 30 percent, Duma Boko said Monday.
ColumnistsNov 10, 2026
Who Checks the Facts When AI Writes Your Jewelry Copy?An incorrect AI-generated ad or product description can cost your store valuable consumer trust.
Events & AwardsNov 09, 2026
Here Are the 2027 Gem Award NomineesThese nine individuals and brands are up for a Gem Award in the Jewelry Design, Media Excellence, and Retail Innovation categories.
CrimeNov 09, 2026
Jeweler Pistol-Whipped, $900K in Jewelry Stolen During Home Invasion The incident, which happened in Miami-Dade County, serves as a reminder to jewelers of the dangers of selling and storing jewelry at home.
GradingNov 09, 2026
GIA Acquires Thousands of Gem Specimens With ‘Extraordinary’ InclusionsGIA Analytical Microscopist John Koivula curated the collection of 2,665 crystals, gems, and minerals over a 60-year span.
CollectionsNov 09, 2026
Bibi van der Velden’s Alligators Become High JewelryThe “Eclipse” collection, the brand’s first high jewelry line, centers its alligator motif in diamond and spinel jewels.
EditorsNov 06, 2026
The Spectrum Pieces I Can’t Stop Thinking AboutFrom a Betta fish brooch to a “dragon’s trove” of zircon eggs, here are seven pieces that’ve stuck with Associate Editor Lauren McLemore.
TrendsNov 06, 2026
Pat Pruitt’s DragonFly Earrings Take Flight on Election NightGroundbreaking New Mexico Governor-elect Deb Haaland wore the earrings, our Piece of the Week, when she declared victory on Tuesday.
MajorsNov 06, 2026
SNL’s Colin Jost Finds the Perfect Gift in Kay Jewelers’ Holiday AdJost goes on an epic journey, traversing rough seas and encountering a cyclops, to discover the perfect holiday gift.
Supplier BulletinNov 05, 2026
Winning With GCAL 8X®: What’s Working at the CounterSponsored by GCAL by Sarine
CollectionsNov 05, 2026
Judi Powers, Russell Jones Unleash Joy With New CollaborationThe designers combined their talents for Little Pet Portraits, hand-painted miniatures of our best friends set in a piece of jewelry.
FinancialsNov 05, 2026
Brilliant Earth Continued to Resonate With High-Income Shoppers in Q3Its non-bridal fine jewelry remains the star of the show, recently launching new collections inspired by Elizabeth Taylor and Jane Goodall.
MajorsNov 05, 2026
Ariana Grande Stars In Swarovski’s Holiday Campaign“Joy: The Swarovski Musical” features Ariana Grande as the leading lady in scenes inspired by classic musical montages.
GradingNov 05, 2026
GIA to Offer Next-Day Holiday ServicesThe lab will bring back its complimentary next-day service for some reports starting next week.
CrimeNov 04, 2026
$250K+ in Undeclared Cartier Jewelry Seized at Philadelphia AirportA Pennsylvania woman failed to declare a ring and a bracelet, discarding the boxes and receipts to conceal the purchases, officials said.
FinancialsNov 04, 2026
Pandora’s Q3 Sales Up 7% Amid Focus on DesignNew collections and relevant marketing pushed the company forward, while Pandora’s lab-grown diamond sales continue to lag.
