Here are August’s year-over-year trends, based on aggregated data from thousands of independent retail jewelers across the U.S.
August delivered continued year-over-year sales growth for independent retail jewelers, though the month showed clear pressure on unit movement. Gross sales increased 5% compared to August 2025, while units sold declined 8%. Average retail sale rose 14%, helping keep overall performance in positive territory.
The key takeaway is that August’s growth was not driven by more items sold. Instead, retail jewelers saw stronger average transaction values offset softer volume, pointing to a more value-driven month.
Category Insights
Diamonds delivered the strongest sales performance among the highlighted jewelry categories, with gross sales up 8%, units sold down 9%, and average retail sale increasing 18%. While fewer units sold compared to last year, the higher average retail sale helped keep diamond jewelry in positive territory.
Colored Stones & Pearls posted a 4% increase in gross sales, despite a 14% decline in units sold. Average retail sale rose 21%, making higher average transaction values the key driver of growth. The category continued to show strength through higher-value purchases, though unit softness was more pronounced.
Sterling Silver & Alternative Metals was the softest highlighted category, with gross sales down 5% and units sold down 19%. Average retail sale increased 17%, but that lift was not enough to offset the sharper decline in unit movement. The category showed the most pressure on volume among the highlighted jewelry segments.
Overall, August reflects a positive but softer sales environment compared to last year. Retail jewelers continued to generate sales growth, but that growth was supported more by higher average retail sale than by increased unit movement. Across the highlighted jewelry categories, deeper unit declines show that traffic, conversion, and item movement remain important areas to watch.
For retail jewelers, the opportunity is to pair stronger transaction values with consistent clienteling, follow-up, service reminders, events, and appointment-setting. Higher average retail sale is helping protect revenue, but sustained growth will depend on keeping customers engaged and creating enough activity across the business.
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Not Sure How Your Store Compares?
Industry trends are useful, but your own numbers tell the story that matters most. A complimentary Store Performance Analysis gives retail jewelers a clear, data-driven look at how their business is performing and where opportunities may exist to improve sales, inventory, profitability, and cash flow.