National Jeweler's weekly holiday sales roundup will appear online every Monday through the end of the year and will feature independent retailers interviewed according to region: Northeast, Southeast, Midwest, South Central and West.

 

For this installment of the series, editors asked jewelers about their sales the previous week and weekend, the last before the Christmas blitz officially begins.

 

Northeast

At Duvarney Jewelers in Fitchburg, Massachusetts, owner Steven Duvarney characterized the weekend holiday activity at his store as normal.

 

“There was nothing notably greater or less than what we typically see,” he said.

 

He said he expects to be busy this coming weekend, however.

 

“We’re preparing for a good weekend,” Duvarney said. “It’s cold, and Thanksgiving’s coming, so there’s a little bit of holiday spirit.”

 

Southeast

After dwindling down in 2008 and totally disappeared in 2009, early holiday shoppers are back at Elizabeth Bruns Jewelers in Charlotte, North Carolina, said owner Wilson Glasgow. He attributes the increase in foot traffic to the release of pent-up demand among consumers in the Charlotte area.

 

“We’ve already seen some holiday shoppers in the last 30 days,” he said. “It’s normal, based on old (pre-recession) times, not normal versus last year. I think that people are just ready to shop.”

 

Midwest

John Anshus, of Anshus Jewelers, said that business is quietly returning to his Menomonie, Wisconsin, store and anticipates a strong season for holiday sales.

 

“It’s about par for the course,” he said in describing pre-holiday business at his store over the weekend. “It’s doing fairly well for us. We anticipate a very good holiday though.”

 

Like Glasgow, he is seeing the release of some pent-up demand.

 

“People that have the resources are starting to spend their money more,” he said. “We can feel the better times coming about.”

 

South Central

Aaron Penaloza hasn’t seen a huge rush of early holiday shoppers at his store, C. Aaron Penaloza Jewelers in San Antonio, Texas.

 

Of the few who have come in, though, he said he’s noticed less price sensitivity this year compared to the past couple of years during the heart of the downturn, outside of a few customers asking him to match the prices they saw at pieces at the store’s recent estate jewelry show.

 

“It’s odd. They’re not expecting discounts,” he said. “People that come in they seem to be content to pay full price.”

 

West

At J.C. Jewelers in Jackson, Wyoming, owner Jan Case said she’s been surprised by the increase in the number of early holiday shoppers, especially men, who are notorious for waiting until the last minute to buy holiday gifts.

 

“We’ve seen a few, yes,” she said of early shoppers in her store over the weekend. “I love it when those men shop early.”

 

Earrings have been the popular choice in her store so far this year, with customers picking up a lot of short dangles and rose-cut briolette pairs.

 

“This year’s been better than last, so I’m thinking that Christmas is going to be better than last year,” Case said.