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May 2026

Retail Fitness Test

10 Data Points Every Jewelry Store Should Track

Megan Crabtree

Understanding your store’s numbers will help you make better decisions, spot opportunities earlier, and grow your sales faster. Think of it like a “retail fitness test.” Your data shows you what’s healthy and what needs attention.

1. OLD VS. NEW CUSTOMER COUNT

Start with the basics: who’s coming through your door? Tracking old vs. new customers gives you a clear sense of your store’s momentum. A steady stream of new customers means your marketing is working. A strong returning customer base means your service is sticking.

2. SECOND-VISIT PERCENTAGE

A customer returning for a second visit is one of the strongest indicators of growth. Track how many new customers come back within a set timeframe. If that number dips, you might need to boost follow-up, refine your in-store experience, or revisit outreach.

3. NEW CUSTOMER BUCKETS FOR YEAR-ROUND TARGETING

Don’t just count new customers, bucket them. Group them by interest, category, or buying stage. For instance, a bridal shopper should receive different touches throughout the year than someone who came in for a watch battery. With smart segmentation, you can nurture each group with relevant promotions that bring them back in the door.

4. CLOSING PERCENTAGE AND WISHLISTS

Closing ratios matter, but what’s even more powerful is tracking the opportunity you didn’t convert. If a customer doesn’t buy, are your associates adding items to their wish list? When used consistently, wishlists show you your true revenue opportunity, waiting to be recaptured. They also give your team valuable follow-up fuel.

5. TOP SELLERS AND MINIMUM STOCK LEVELS

Every store has its heroes, styles that always move. Make sure your top sellers never hit zero. Set minimum stock levels in your system so you always have inventory available. A bestseller out of stock is money left on the table.

6. TRAFFIC BY TIME OF DAY

This one is often overlooked but incredibly helpful. Track traffic by hour so you can staff smarter. Peak times deserve your A-team and full coverage. Slow times might be better for training, inventory, or content creation.

Chatham
14K yellow gold lab-grown emerald cluster
MSRP $912
chatham.com
800.222.2002

Berco
Blue topaz ombre pendant
in sterling silver
MSRP $280
bercojewelry.com
800.621.0668

Amáli
Jewelry 18K gold earrings
with boulder opal
MSRP $6,900
amalijewelry.com
781.789.8976

Anzie
14K gold & emerald ring
MSRP $2,450
anzie.com
888.341.2604

7. WEEKLY GOALS AND YOY BENCHMARKS (INCLUDING 2019)

Weekly goals keep your team focused. Year-over-year (YOY) comparisons show your trajectory. And yes, sometimes it makes sense to look back at Covid years. It was an unusual set of benchmark years for many retailers, and comparing performance against it gives you an honest picture of how you’re trending against pre-pandemic patterns.

8. AVERAGE TICKET

Your average ticket tells you how effective your team is at presenting value and building the complete story of a purchase. Small increases here can completely transform your bottom line. And sometimes all it takes is a few simple staff training tweaks to help associates confidently suggest add-ons, upgrades, or complementary pieces.

9. NATURAL VS. LAB-GROWN RATIOS

Track both to spot shifts early. Consumer preferences are evolving quickly, and knowing your mix helps guide buying strategies and staff training.

10. CATEGORY REPORTS AND WEBSITE CLICKS

Are bracelets outperforming earrings? Are customers clicking online for pieces that aren’t even in stock? Category reports and website traffic give you a clear view of demand so you can buy smarter and merchandise with purpose.

The numbers don’t replace your instincts, they sharpen them. Set a 30-day challenge for your team: pick a metric, track it weekly, and watch how quickly results start to build.

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