It used to be that at least 30% of jewelry and watch sales took place during the November–December Holiday period. That was the case all the way up to 2007, the year before the great financial crash. It rarely declined below 30%, based on BLS figures. However, since 2008, purchases have been more spread out through the year. This was especially true for the 2014 holiday season when many retailers reported better than usual business prior to Thanksgiving