Preparing for Holiday Sales at Your Jewelry Store: 9 Tips

Holiday sales in 2024 were bigger than ever, with total retail spending hitting nearly $994 billion — up 4% from the year before. 

Jewelry stores saw that momentum firsthand: Sales were up 4%, and more than half of jewelers called the season “good” or “excellent” heading into the final stretch. It’s clear — the holidays are still prime time for jewelry sales. But the rules are changing.

Shoppers are buying earlier. More of them are browsing online before they ever step into a store. And the competition is everywhere. To make the most of the holiday season, you need to be prepared.

In this blog, you’ll get a look at:

• Which jewelry pieces sell best during the holidays
• When to order inventory and launch promotions
• How to merchandise and market for holiday traffic

Let’s dive in with nine tips to help you prepare for holiday sales.

1. Review Last Year’s Holiday Sales Data

Before you order, display, or promote anything, take a few minutes to review what worked last holiday season.

Ask yourself:

• What were your top five bestselling items in November, December, and February?
• Were there any items you ran out of too soon?
• What products sat in the case long after Christmas?
• Which price points moved fastest — under $200, mid-range, or luxury?
• Did customers ask for items you didn’t have in stock?
• Were there bottlenecks at checkout or any shipping delays?

Use this data to guide how you’re preparing for holiday sales, so you’re not stuck guessing what’s going to sell. If you don’t have detailed sales reports from last holiday season, now’s a great time to get that set up.

Related Read: 11 Jewelry Store Sale Ideas [& How To Implement Them]

2. Look at What Sells Best During the Holidays

Jewelry is personal, and that’s part of what makes it such a great gift. But shoppers don’t always know where to start. That’s where your selection (and your staff) come in.

Here’s a quick look at what tends to sell well by occasion:

• Christmas: Diamond studs, tennis bracelets, solitaire pendants
• Valentine’s Day: Heart-shaped lockets, promise rings, engravable charms
• Mother’s Day: Pearl earrings, gold chains, birthstone bracelets
• New Year’s Eve: Statement earrings, cocktail rings, sparkle bundles
• Graduation: Initial necklaces, minimalist gold pieces, gemstone studs
• Anniversaries: Eternity bands, customized rings, layered sets

But a thoughtful mix of timeless classics and trending pieces makes sure that you’re ready for every kind of gift shopper. Here’s what’s trending in 2025:

• Baroque pearls: Pearls with irregular, organic shapes are showing up everywhere right now. Bottega Veneta featured them on the runway, and designers like Mateo New York are using them to add a natural, sculptural feel to their pieces.
• Colored gemstones: Color is definitely having a moment in 2025. Bold gemstone jewelry — including emeralds, rubies, sapphires, and lesser-known stones like tourmaline and morganite — is enjoying a major comeback across the fashion world.

3. Prepare for Holiday Sales With a Timeline

Getting a head start gives you a major advantage, especially with early shoppers looking to buy before the December rush. Here’s a timeline to keep you on track:

October:

• Finalize inventory orders.
• Tease holiday collections on social media.
• Schedule product photography for your website, email, and Instagram.
• Set up landing pages for categories like “Holiday Gift Guide” and “Top Jewelry Gifts.”

Early November:

• Launch Black Friday and Cyber Monday promotions.
• Offer prewrapped gift sets or bundle deals.
• Begin email campaigns and gift list reminders.
• Update in-store signage and displays.

Late November–Mid-December:

• Post daily gift ideas or countdowns on social media.
• Offer extended hours or quiet shopping mornings.
• Promote the cutoff shipping dates and in-store pickup options.

December 26–31:

• Showcase New Year’s Eve jewelry.
• Introduce sneak peeks for Valentine’s Day.

January:

• Review December sales.
• Launch early Valentine’s Day promotions.
• Reorder fast-selling classics (hearts, engravable jewelry, and promise rings).

4. Plan the Right Amount of Holiday Inventory

How much inventory your jewelry store should carry ultimately depends on your store’s size and budget — but here’s how to plan effectively:

• Use historical sales and forecasting tools: Analyze past holiday sales data to anticipate demand spikes and set appropriate stock levels.
• Adjust your “days of stock” coverage: If you normally plan for 14–21 days of stock, consider extending to 45+ days during the holidays to account for higher turnover.
• Set automated reorder points: Use your point of sale (POS) system to trigger replenishment for fast movers, especially bestselling items.
• Balance cash flow with inventory: For high-value pieces, avoid overstock by reordering only when demand signals warrant it, while building buffer stock for proven holiday performers.

Related Read: 8 Jewelry Inventory Software Features To Look For [+ 5 Top Providers]

5. Develop a Merchandising Strategy That Moves Holiday Jewelry

Eight out of 10 shoppers make their buying decisions based on what they see in store — which means great merchandising can be the key to helping them picture the perfect gift. 

Here are some display themes to consider:

• “Gifts Under $200”
• “Top Gifts for Her”
• “Gifts With Meaning” (birthstones, initials, engravings)
• “The Sparkle Edit” (cocktail rings and New Year’s Eve picks)

Use soft holiday colors, warm lighting, and small signs to guide shoppers. And instead of grouping by brand or style, think about giftability — what would make someone say, “That’s perfect for my sister!”?

6. Create a Holiday Experience in Your Store

It’s not unusual for holiday shoppers to be busy and stressed, so give them a calm, warm space where decisions feel easy.

Use this atmosphere checklist:

• Play soft instrumental holiday music.
• Offer complimentary gift wrapping.
• Serve hot cider or cocoa during peak weekends.
• Display gift ideas with signage like “Perfect for Mom” or “Great for Partners.”

These small touches help your store stand out — and they’re a powerful part of preparing for holiday sales that leave a lasting impression.

7. Offer Personalized Holiday Shopping Support

This is where you shine as a local jeweler — with real, human help.

Train your team to:

• Ask who the gift is for and the occasion.
• Offer quick personalizations or engraving options.
• Suggest matching items or upgrade ideas.
• Give honest, pressure-free feedback.

In an interview with Jewel360, Daniel Austin of Coffrin Jewelers said, “We’re putting a lot of our energy into trying to expand custom because everyone who comes in here wants it their own way. And with the internet now, there are so many different designs, and everyone has their own kind of thought in their head about what they want the piece to look like.”

Austin goes on to tell a story about a customer who wanted a hammered ring they had in the store. It was yellow gold, but he wanted the ring in white gold. Luckily, Coffrin Jewelers had a good relationship with the designer, and they were able to create the custom ring in white gold with black diamonds in it. 

The result? A happy customer who returned to Coffrin Jewelers for a matching bracelet later on.  Personalized service like that brings people back.

8. Promote Your Holiday Collection

You don’t need big-budget ads to compete. Just focus on smart, consistent outreach.

Here are some jewelry store holiday marketing tips:

• Post gift ideas weekly on Instagram and Facebook, starting in early November.
• Send two to three emails — one for early shopping, one for last-minute ideas, and one for post-holiday promos.
• Create a gift guide page or downloadable PDF.
• Promote your wrapping, engraving, or delivery options.

Let’s look at an example. In an interview with Jewel360, Annie Daniels of Duke’s Jewelers said, “Word of mouth does so much for us, and we do ads in the Daily Herald for the Best of Utah Valley. We do Instagram, Facebook, you know — take advantage of social media because everyone’s on social media. It’s not going anywhere.”

Daniels also shared that they send postcards for specials, participate in estate sales, run Black Friday promotions, and other seasonal opportunities throughout the year. But at the end of the day, word of mouth is extremely beneficial to her business.

Related Read: 10 Steps to an Effective Jewelry Store Marketing Plan

9. Remember To Update Your Website 

Even if you’re not selling online, your website still plays a role. People want to see your store hours, photos, and gift ideas before they visit.

Consider making these holiday website updates:

• Add a holiday collection banner or “Gift Guide” tab.
• List your holiday hours, promotions, and shipping cutoffs.
• Highlight gift wrap, engraving, and pickup options.
• Make sure it’s mobile-friendly — most shoppers browse on phones.

If you do sell online, test your checkout and shipping workflows by mid-October at the latest.

Stay Ahead This Holiday Season With Help From Jewel360

Between managing inventory, staffing, displays, promotions, shipping, and customer service, the holidays can be hectic. But Jewel360 can help you get ahead.

Our all-in-one POS system is built specifically for jewelry stores, so you’re not stuck trying to bend a generic retail tool to fit your needs.

With Jewel360, you can:

• Track your bestsellers and reorders with real-time inventory insights.
• Offer custom engraving, repair tracking, and wish lists directly from the POS system.
• Connect your in-store and online experience so customers can browse, buy, and pick up however they prefer.
• Run holiday promos and email campaigns without needing a marketing degree.

Plus, you get personalized onboarding and U.S.-based support.

Ready to choose a POS system? Our Jewelry Store POS System Buyers’ Guide walks you through everything you need to know to make an informed decision.