Commentary from Our Experts:
October Jewelry Sales Lose Momentum After September Gains
October marked a slowdown in sales performance for retail jewelers, with gross sales holding flat compared to October 2025. This followed a 7% increase in September and reflected softer results heading into the final months of the year.
Unit sales declined 6% in October, compared to a 3% decline in September, while average retail sale increased 6%, down from September’s 10% gain. Retail jewelers continued to sell fewer pieces at higher average prices, but those higher prices were only enough to keep overall sales level with the prior year.
Category Insights:
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Diamond jewelry recorded a 3% decline in gross sales, with units sold down 8% and average retail sale increasing 5%. This was a reversal from September’s positive sales growth, as higher average prices per piece were not enough to offset the decline in units sold.
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Colored stone and pearl jewelry was the only highlighted category with positive sales growth, increasing 3% despite a 9% decline in units sold. Average retail sale rose 13%, helping the category remain ahead of last year, although growth slowed considerably from September.
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Sterling silver and alternative metal jewelry experienced the largest decline in units among the highlighted categories, down 12%. Gross sales fell 4% despite a 9% increase in average retail sale, reversing the category’s positive performance in September.
Overall, October reflected a softer sales environment than September. Higher average prices per piece sold continued to support performance, but declining unit sales put greater pressure on results. As retail jewelers enter the critical holiday selling season, the focus should be on maintaining strong average sales prices while selling more pieces. Effective merchandising, consistent clienteling, and strong sales team execution can help retail jewelers make the most of holiday shopping opportunities and finish the year on a stronger note.
Looking for more ways to make the most of the holiday season? Explore our 2026 Holiday Tips for Retail Jewelers for practical ideas to strengthen merchandising, clienteling, sales team performance, and more during this important selling season.
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Source: Edge Pulse aggregated retail jewelry sales data from participating retail jewelers. October 2026 compared to October 2025.
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