The holiday season brings both higher sales and greater risk for jewelry retailers, as increased foot traffic attracts more criminal activity.
Criminals often exploit the busy retail environment and extended holiday hours to commit thefts and robberies.
Jeweler specific holiday crime trends include:
Smash & Grab involves thieves smashing display cases and quickly stealing the contents, particularly in mall-based and urban locations.
Organized retail crime often targets jewelry retailers for high-value goods that can be quickly resold.
Burglary and safe attacks increase during holiday closures when businesses may have reduced staffing or surveillance.
Cyber threats also increase, with phishing scams and fraudulent online jewelry listings becoming more prevalent.
Here are the top things every jeweler should know before the holiday rush:
1. Train and Communicate - Awareness Is Your First Line of Defense
Ensure all employees are trained in how to respond to theft, robbery, suspicious behavior, and cyber-related threats as all pose an increased threat during the busy holiday buying season.
Review your communication and the emergency response plan, including who to contact first, when to activate alarms, and how to secure the store after an incident.
Establish a code word or discreet alert signal that staff can use to communicate concern without escalating a situation.
Conduct short pre-shift security huddles throughout the season to reinforce awareness and update staff on current risks.
2. Secure Your Merchandise
When not open for normal business hours, place as much inventory as possible inside a locked safe or vault and ensure showcases containing remaining inventory are locked when unattended.
Any merchandise that cannot fit inside a safe or vault should be moved to a locked interior room, cabinet, or drawer — never left visible in showcases.
Do not cover showcases; coverings indicate valuables may be underneath and can attract unwanted attention.
Keep display areas minimal during the day — show fewer pieces at once and return them promptly to locked cases when not in active use.
3. Test and Manage Your Store Security and Access
Test your alarm system, panic buttons, and hold-up alarms at least two weeks before holiday closures to ensure they function properly and immediately report any issues to your provider. Confirm that all cameras record clear footage with accurate timestamps and lighting.
Update alarm contact lists and monitoring instructions with your provider to include current staff and management and ensure all employees know the locations of emergency devices.
Keep entryways and windows unobstructed for maximum visibility, maintain bright exterior lighting, and make sure signage does not block the view into the store.
Use dual-key or two-person procedures for opening and closing and consider temporary security patrols or door greeters during busy or high-risk periods.
Manage information and security system access appropriately, install anti-malware solutions, encrypt your data, and implement a firewall to help protect against cyber-related attacks.
4. Have a Clear Plan If Something Happens- even the best security cannot stop every incident.
Have a robbery response plan posted in a secure, staff-only area and reviewed regularly.
In the event of a robbery, prioritize safety: comply with demands, observe carefully, and do not attempt to chase or apprehend suspects.
After an incident, lock down the store, call 911, and preserve evidence (footage, items touched, notes, etc.) for law enforcement.
Contact your insurance representative immediately to begin your claim process.
5. Stay Connected and Informed
Share your holiday hours and emergency contacts with local law enforcement.
Stay alert to crime industry alerts from Jewelers Mutual® and the Jewelers’ Security Alliance (JSA).
Encourage neighboring retailers to report suspicious activity — crime prevention is most effective when businesses work together.
6. Use Available Resources
Print and post this Holiday Preparedness Sheet in your staff area and review it together before the holiday rush.
Reach out to Jewelers Mutual Asset Protection Team for a complimentary risk assessment or consultation on store security.
Any suspicious or criminal event always notify Jewelers Security Alliance (JSA) and/or Jewelers Mutual Group immediately of any incidents involving theft, power surges, cuts or outages at your operation. We are tracking criminal activity patterns throughout the U.S. and Canada, and this will help keep you and your fellow jewelers safe.
Criminals prepare for the holidays — so should you. With the right training, layered security, and strong community connections, your store can stay protected and ready for a successful season.
We are here to help. Please contact us with any questions or concerns at [email protected].
