The holiday retail season is crucial for jewelry retailers, and preparations begin well before shoppers make their lists. Adding to the planning picture this year is the ever-evolving tariff landscape. With tariffs levied and lifted and revised from one day to the next, it’s harder than ever for jewelry retailers to prepare for the holiday shopping season.
In this article, we’ll talk about ways that you can navigate the changing tariff waters and help ensure a successful holiday shopping season.
Why is it challenging for jewelers to prepare for holiday shopping?
Planning for holiday shopping can be difficult due to changing consumer preferences, fluctuating metal and gem prices, and now, tariff uncertainty. Not only does this complicate the process of sourcing and purchasing inventory, but it also throws another variable into your pricing strategies.
Why do tariffs impact jewelers and jewelry shoppers?
Tariffs impact both jewelry sourcing and pricing. Sourcing products from China has been the norm for many industries, but with dramatically higher tariffs in place, you have to choose between finding another supplier in another country, raising prices, or absorbing the cost and reducing your margins.
Your shoppers are impacted as well. They may face higher prices and even reduced selection if your shipments are delayed in customs. In April, DHL suspended certain services in and to the United States due to the decreased de minimis threshold, leaving merchants and customers with fewer shipping and delivery options.
Strategies for Retail Jewelers Preparing for Holiday 2025
While the environment is uncertain and tariff deadlines seem to be in perpetual movement, there are things you can do to set yourself up for success.
Evaluate Supply Chain and Sourcing
Take a look at what you plan to offer during the holidays and where it comes from. Maintain your relationships with wholesalers and suppliers to optimize your inventory and negotiate pricing in advance of peak season.
As you find and order new merchandise, make sure that all product is insured from source to store. If you are storing inventory to sell later this year, make sure your policy covers inventory while it’s in storage.
Extend the Shopping Season
Every year, consumers start shopping earlier and earlier. Some shoppers say they begin buying for the winter holidays as early as Prime Day in July. You probably don’t want to advertise winter holiday shopping in the middle of summer. But you could realistically start marketing holiday in October.
If consumers choose to watch their wallets to cope with economic uncertainty, encouraging them to consider an earring, watch, necklace, or engagement right purchase in October may be effective because the shopper feels that they’re stretching their budget over a longer amount of time.
E-commerce and Mobile Shopping for Jewelry Shoppers
To maximize revenue this holiday season, you’ll want shoppers to be able to find you easily. Every year, e-commerce usage increases, as does mobile shopping. Make sure your online presence is optimized for easy shopping and purchasing.
Look into selling via online marketplaces or social media. Capital One Shopping Research reports an expected compound annual growth rate (CAGR) of 10.5% from 2025 to 2030. Finding your niche on the social media shopping scene could set your business up for long-term success and set you apart from your competitors.
Diversify Your Carriers and Get Shipping Insurance
Diversifying your carriers creates redundancy. If one carrier experiences delays or – as with DHL – suspends service altogether, you can quickly pivot to another company to make sure your inventory gets into the country and to you and your customers.
To further protect your investment, make sure you have shipping insurance that covers inventory in transit. You’ll be going to great lengths to prepare for holiday shopping, don’t leave product unprotected in transit.
Final Thoughts: Toward a Happy Holiday for Jewelers
The only thing that’s certain these days is uncertainty. But that doesn’t have to dampen your holiday spirit. Despite cautionary news stories and negative consumer sentiment, shoppers do continue to spend.
Shoring up supplier relationships, marketing to customers across channels and platforms, and protecting your inventory with proper insurance are good ways to insulate your business and make the most of holiday shopping.
