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Merrick, NY--Almost nine out of 10 (89.1%) respondents to The Centurion 2010 Holiday Success Index reported increases in comparable sales for the week of December 12-18, vs. the same week last year, and well over half of respondents (60.8%) reported increases of 10% or more above 2009 figures. 82.6% reported increased comps over last year in the final week leading up to Christmas (December 19-24, 2010), with 54.3% reporting increases of more than 10%. 19.5% of respondents saw sales gains between 6% and 10% over last year’s figures. 8.6% of respondents saw slight increases, between 1% and 5%, and 6.5% stayed even with last year’s sales. Only 8.6% of respondents reported any kind of decline—and of those, most were slight, between 1% and 5%.

For the week of December 12-18, 17.3% of respondents saw comps increase between 1% and 5%, while 10.8% reported gains between 6% and 10%. 4.3% each stayed even or experienced a slight drop in sales, again between 1% and 5%. Only 2% of respondents reported a sales decline of more than 6% over last year.

For the two-week period covered by this survey (December 12-24), respondents reported their strongest-selling price point was between $1,000 and $2,999. The second best-selling price point was anything under $500 during the week of December 12-18, but for the final days leading up to Christmas (December 19-24) it jumped to between $5,000 and $9,999—perhaps reflecting the usual surge of anxious last minute male shoppers and an increasing willingness among the well-heeled to spend again.

To see expanded survey results in chart form, click here.

Comments about this season included such observations as, “lots more customer confidence,” “increase in self purchases by women,” and “bigger sales, fewer customers.”

A number of retailers welcomed back customers they didn’t see last year, and many felt the season was more spread out. Said one, “It was busy earlier this year than last. However, last minute shoppers pulled through this year to match and exceed last season.” Another happily reported the highest traffic Christmas Eve in 30 years. “The last week was extremely strong in traffic and in sales, just smaller tickets than in past years,” he wrote.

More comments: “Last year there was really no last minute activity, where this year there was right up till closing, and many orders were taken for the next few weeks.” “There was a pre-holiday surge, then a lull, then a final three to four day rush.”

Among Centurion Success Index respondents, the single best-selling product category for the entire 2010 holiday season was diamond jewelry—especially pieces that were distinctive. In the words of one respondent, “It was diamonds that are fashion, not classic or basic.”

The second best-selling category reported for the entire season was designer jewelry, followed closely by bridal. (Note: Designer and branded engagement rings are counted by The Centurion Success Index as bridal, not designer.)  Other strong categories included watches (especially Rolex), and lower-priced fashion, including silver and beads.

The Centurion also asked respondents to describe their single best sale of the season. Some comments:

“We had several in the $85,000 - $100,000 range this year; large diamonds and Rolex. Last year’s largest [sale] was a $60,000 diamond.”

"A lady came in to purchase a pair of sterling earrings. I showed her a ring I had in for the holidays. When she saw it she screamed, got out her checkbook, and spent over $20,000.”

“Last year the biggest sale was less than $20,000; this year it’s over $85,000.”

“$252,000. In ’09, probably $30,000.”

Even though overall sales were up, some respondents’ single biggest ticket was lower this year than last, such as one whose biggest sale in 2009 was a pair of diamond studs for $27,000, vs. an $18,500 diamond ring this year. Others reported their top tickets were fairly even with last year, though 2009 required more salesmanship and 2010’s purchases seemed to be planned for in advance. According to one respondent, “the wealthy always had money to spend. They just spent it a lot easier this year than last year.”

Finally, one respondent expressed some frustration with the double-edged sword effect that bead jewelry presents. It’s hugely popular, but men, he said, came in expecting to spend far more for a gift except their wives really love beads and they’re as happy with a $300 gift as they would be with a $1,000 gift. Still, he wrote, once the economy really improves, he expects a $30 bead isn’t going to cut it for a present anymore.