MajorsAug 01, 2025
Jewelers Mutual Names Mike Alexander as President The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.
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
SourcingAug 01, 2025
Gemfields’ Auction Revenue Drops 50% in H1The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.
MajorsAug 01, 2025
Helzberg President Julie Yoakum Moves Over to Signet JewelersThe addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
CollectionsAug 01, 2025
Piece of the Week: Hernsdorf’s ‘Tears of Aphrodite’ NecklaceThe necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.
Weekly QuizJul 31, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJul 31, 2025
Matthew Tratner Takes Over as CBG President Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LASenior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance PlatformThe retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.
IndependentsJul 28, 2025
Sissy’s Log Cabin to Open Flagship in Arkansas The jeweler’s largest store yet is set to open in Little Rock next fall.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
