Holiday 2010: Mood Up, but Not Prices

The 2010 holiday season saw high spirits but low price points, jewelers and analysts tell JCK.Even so, after three downbeat selling periods in a row, many hailed it as the industry’s best holiday in years. MasterCard Advisors’ SpendingPulse, which tracks sales nationally, estimated jewelry sales rose an impressive 8.4 percent. Quite a few retailers told JCK they experienced double-digit increases, though they noted that those jumps were often from a low base. “This was so much better than two years ago, it’s unbelievable,” says Patti Thompson, owner of Way-Fil Jewelry in Tupelo, Miss. “And it’s so much better than last year.”Most found the consumer mood had also improved considerably. “People are more confident in the economy,” observes William Bevill, owner of Smith & Bevill Jewelers in Beaverton, Ore. “I went home singing ‘Jingle Bells.’ ” Customers most

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