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:
Let’s dive in with nine tips to help you prepare for holiday sales.
Before you order, display, or promote anything, take a few minutes to review what worked last holiday season.
Ask yourself:
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]
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:
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:
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:
Early November:
Late November–Mid-December:
December 26–31:
January:
How much inventory your jewelry store should carry ultimately depends on your store’s size and budget — but here’s how to plan effectively:
Related Read: 8 Jewelry Inventory Software Features To Look For [+ 5 Top Providers]
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:
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!”?
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:
These small touches help your store stand out — and they’re a powerful part of preparing for holiday sales that leave a lasting impression.
This is where you shine as a local jeweler — with real, human help.
Train your team to:
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.
You don’t need big-budget ads to compete. Just focus on smart, consistent outreach.
Here are some jewelry store holiday marketing tips:
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
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:
If you do sell online, test your checkout and shipping workflows by mid-October at the latest.
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:
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.