Here's Your November 2025 Jewelry Retailer Performance Report
Upshot: Independent jewelers who lean into storytelling, trust, and emotional value continue to win even as traffic tightens.
November delivered a solid start to the 2025 holiday season, even as broader U.S. retail continues to navigate a cautious but still willing consumer. National Retail Federation (NRF) forecasts U.S. holiday sales to surpass $1 trillion for the first time, marking positive though moderating growth as shoppers remain value-driven but engaged.
Black Friday reinforced that strength, with retail sales (excluding auto sales) up 4.1% year over year according to preliminary SpendingPulse estimates. At the same time, RetailNext reported in-store traffic down 3 - 4%, even as total dollars increased. Consumers are clearly making fewer trips but spending more when they do, a dynamic driven by higher average tickets, inflation, and more intentional shopping.
Within that landscape, independent retail jewelers continue to outperform the industry. November was another strong month, posting a 7% increase in gross sales and an impressive 16% jump in average retail, even while units sold declined 8%. That aligns closely with what we see in the broader market: higher-value transactions.
Average retail was up across every major category, with colored stones showing the largest increase, underscoring the ongoing momentum in differentiated and emotionally driven product offerings.
Edge Retail Academy Team
Upshot: Independent jewelers who lean into storytelling, trust, and emotional value continue to win even as traffic tightens.
November delivered a solid start to the 2025 holiday season, even as broader U.S. retail continues to navigate a cautious but still willing consumer. National Retail Federation (NRF) forecasts U.S. holiday sales to surpass $1 trillion for the first time, marking positive though moderating growth as shoppers remain value-driven but engaged.
Black Friday reinforced that strength, with retail sales (excluding auto sales) up 4.1% year over year according to preliminary SpendingPulse estimates. At the same time, RetailNext reported in-store traffic down 3 - 4%, even as total dollars increased. Consumers are clearly making fewer trips but spending more when they do, a dynamic driven by higher average tickets, inflation, and more intentional shopping.
Within that landscape, independent retail jewelers continue to outperform the industry. November was another strong month, posting a 7% increase in gross sales and an impressive 16% jump in average retail, even while units sold declined 8%. That aligns closely with what we see in the broader market: higher-value transactions.
Average retail was up across every major category, with colored stones showing the largest increase, underscoring the ongoing momentum in differentiated and emotionally driven product offerings.
December Holiday Tips — These touches drive repeat visits and reinforce why shoppers choose independents over mass merchants.:
- Promote your strongest categories with rising average retail.
- Put your “hero” pieces front and center as customers shopping less frequently need clarity, not clutter.
- Create structured, time-bound offers like “48-Hour Diamond Event” or “Final 7 Days: Guaranteed Christmas Delivery.”
- A small gesture, hot cocoa bar, gift with purchase, VIP wrapping table goes a long way this time of year.
Edge Retail Academy Team
Here are more detailed performance statistics for November 2025 (compared to November 2024)
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