Their quarter ends. Yours is halfway.

US jewelry Q4 2026 planning benchmarks, with sources named per figure. Every cost figure is given as a range because the panels disagree, and the report says so. Every number on this page is an observed benchmark from the ad set described above. None of it is a projection, and none of it is a performance QuickAds is promising your account.

• When is jewelry's real selling season?

  Question 01 of six

  A fifteen-week arc with two peaks. About 47% of US couples get engaged between Thanksgiving and Valentine's Day, December alone accounts for 19% of proposals, and 25 December is the single most popular day to propose. From the QuickAds Q4 Jewelry Report.

• How much of the engagement ring market is lab-grown now?

  Question 02 of six

  Sixty-one percent of US engagement rings use a lab-grown centre stone, up from under 10% before 2020. Average ring prices fell from $5,200 to $4,600 while the average centre stone grew to 1.9 carats. From the QuickAds Q4 Jewelry Report.

• Why did our average order value fall while units held?

  Question 03 of six

  Most likely deflation rather than demand weakness. Wholesale lab-grown prices fell 26% in 2025 and are down around 96% since 2018, so the fix is mix and attach rather than deeper discount. From the QuickAds Q4 Jewelry Report.

• Who actually buys fine jewelry?

  Question 04 of six

  Eighty percent of US adults buy it for themselves, rising to 86% among 30 to 44 year olds, for style and milestone rather than investment. Gifting still owns the biggest revenue moments, so both buyers are in your account at once. From the QuickAds Q4 Jewelry Report.

• Why does jewelry convert so badly online?

  Question 05 of six

  Typical e-commerce conversion runs 1 to 1.7%, the lowest of any category, because nobody can hold a four-figure product before buying. That is a trust problem solved with certification, warranty, returns and try-on rather than targeting. From the QuickAds Q4 Jewelry Report.

• How much does jewelry advertising cost in Q4?

  Question 06 of six

  CPMs run 30 to 80% above baseline, and demand on Cyber Monday runs 478% above an average October day. You then pay again before Valentine's, which is the top category by dollars for ten consecutive years at a projected $7 billion. From the QuickAds Q4 Jewelry Report.

Most brands go quiet in the exact window their highest-ticket demand arrives.

1. Split the plan into gifting through 22 December and engagement from 26 December to 14 February.
2. Check whether order value fell while units held. If so, treat it as deflation, not weakness.
3. Run gifter and self-purchaser creative concurrently rather than testing one against the other.
4. Put the two most load-bearing trust answers into the creative itself.
5. Hold budget back for the Valentine's peak instead of spending it all before Christmas.