It’s nearly the end of October, and that means the retail world is gearing up for the biggest consumer sales period of the year. “Holiday season”, as it’s known, stretches from Halloween on October 31, through New Year’s, and represents the largest sales across a wide range of consumer products.

From food and wine, decorations and gifts, to apparel, electronics, and luxury items, such as perfumes, watches and diamond jewelry, the holiday season is an exciting time for retailers. And with good reason. Last year, in the US, consumers spent nearly $700 million in November and December alone.

Although a serious chunk of diamond and jewelry spending occurs in the holiday season, there are other times of year that are also busy for jewelry retailers.