NRF 2026 and the Future of Luxury Retail: Why Live Video Commerce Is the Next Frontier
How the world’s largest retail event validates what forward-thinking jewelers already know: personalized video shopping isn’t optional anymore
The Retail Industry’s Most Important Week
Every January, the retail world descends on New York City for NRF: Retail’s Big Show — the largest retail trade event on the planet. This year, January 11-13, over 40,000 industry leaders, 1,000+ exhibitors, and some of the biggest names in business (including Google’s Sundar Pichai and Walmart’s John Furner) will gather to discuss what’s next for commerce.
And if there’s one theme dominating the conversation, it’s this: the future of retail is personal, visual, and real-time.
For luxury retailers — especially jewelers — this isn’t just an interesting trend to watch. It’s a fundamental shift that will determine who thrives and who gets left behind.
The Numbers That Luxury Retailers Can’t Ignore
Before we dive into what NRF 2026 means for jewelry stores, let’s look at the data driving industry anxiety:
Live Commerce Market Growth
- $68 billion — Projected U.S. live shopping market by 2026
- $2 trillion — Global live commerce market projection by 2030
- 30% — Conversion rates for live shopping events (compared to 2-3% for traditional e-commerce)
- 60% — Share of e-commerce driven by live shopping in China
The Trust Factor
- 73% of consumers say they’re more likely to buy after watching a live product demonstration
- 75% of millennials believe live streams help them compare products more effectively
- Customers who engage with video consultations show 40% higher conversion rates than those who don’t
The Challenge
- 19.3% of online purchases are returned
- For jewelry, that number can be even higher when customers can’t see products properly
- 82% of consumers say free returns are critical — but returns cost retailers billions annually
What NRF 2026 Tells Us About Luxury Retail’s Future
Theme 1: AI-Powered Personalization Is No Longer Optional
The National Retail Federation has declared 2025 the “Year of the AI Agent,” and NRF 2026 features an entirely new AI Stage dedicated to practical implementation.
What this means for jewelers:
AI isn’t replacing the personal touch that makes jewelry shopping special. It’s enhancing it. Forward-thinking jewelers are using AI to:
- Predict customer preferences before the consultation even starts
- Recommend complementary pieces based on purchase history
- Personalize follow-up communications at scale
- Optimize appointment scheduling for peak conversion times
The stores winning in 2026 combine AI efficiency with human expertise — giving customers the best of both worlds.
Theme 2: The Store Is Becoming a Studio
One of the most striking shifts at NRF 2026 is the redefinition of physical retail space. Stores are no longer just places where transactions happen — they’re becoming:
- Experience centers where customers engage with products and brand stories
- Content studios where live shopping events originate
- Fulfillment hubs for omnichannel orders
- Relationship-building spaces for high-touch consultations
For jewelry stores specifically:
Your showroom isn’t just a showroom anymore. It’s a broadcast center.
The stores thriving in this new environment are those that can:
- Host live video shopping events showcasing new collections
- Conduct one-on-one virtual consultations for remote customers
- Create compelling video content featuring their unique pieces
- Build relationships with customers who may never visit in person
Theme 3: The Video Commerce Imperative
Multiple sessions at NRF 2026 focus on video commerce integration. The data is overwhelming:
- 78% of customers prefer learning about products through short videos
- 87% have been convinced to buy a product after watching a video
- Livestream shopping audiences spend 25+ minutes per viewing session
Why this matters more for luxury than any other segment:
Jewelry is inherently visual. It’s about:
- How light catches a diamond
- How a piece looks against different skin tones
- The weight and feel in your hand
- The craftsmanship details that photos can’t capture
Traditional e-commerce fails at communicating these elements. A static image of a $10,000 engagement ring cannot replicate the experience of seeing it sparkle in real-time, hearing an expert explain its cut and clarity, and asking questions in the moment.
Live video commerce bridges this gap.
It combines the convenience of digital shopping with the trust-building power of human interaction — exactly what luxury purchases require.
Theme 4: Omnichannel Is Now Table Stakes
NRF 2026 emphasizes that successful retailers view all inventory and all customer touchpoints as a single, unified system.
The omnichannel jewelry customer journey in 2026:
- Discovery — Customer sees a ring on Instagram
- Research — They visit your website, browse similar styles
- Consultation — They book a live video call with a specialist
- Try-on — They visit the nearest store to see pieces in person
- Purchase — They buy online after the visit
- Follow-up — AI-powered reminders for anniversaries, cleanings, upgrades
Each touchpoint must be seamless. The customer doesn’t think about “channels” — they think about their relationship with your brand.
Theme 5: Returns and Trust in High-Value Purchases
NRF’s new sub-event, NRF Rev, focuses entirely on returns and reverse logistics. For luxury retailers, this conversation is critical.
The jewelry return problem:
- Customers hesitate to buy expensive items online because they can’t evaluate them properly
- This leads to either abandoned carts OR high return rates
- Both scenarios hurt profitability
The live commerce solution:
When customers can see a piece in real-time, ask questions, request close-ups, and watch it catch light from different angles, they buy with confidence.
Retailers using video consultations report:
- Higher average order values (customers feel comfortable spending more)
- Lower return rates (purchases are better informed)
- Stronger customer loyalty (the personal connection drives repeat business)
The Competitive Landscape: Who’s Winning and Why
Brands Embracing Video Commerce
Nordstrom has built an entire live shopping channel, hosting events like “Spring Beauty Trends” and “Dressing for Special Occasions.” Their approach: treat video shopping as premium content, not just a sales channel.
Samsung uses live commerce to deliver immersive product demonstrations, with real-time chat capabilities that mimic in-store conversations.
Clinique and Kiehl’s host virtual events featuring skin specialists — building trust through expertise, not just product showcasing.
The Luxury Gap
Here’s the opportunity: most jewelry retailers haven’t made this shift yet.
While mass-market brands are investing heavily in video commerce, luxury jewelers often lag behind, still relying on:
- Static website images
- Phone calls for inquiries
- In-store visits as the only “real” experience
This is a competitive advantage waiting to be claimed.
The first jewelers in their markets to offer seamless, professional live video consultations will:
- Capture customers their competitors can’t reach
- Build relationships that survive economic uncertainty
- Position themselves as innovative leaders, not traditional holdouts
What Forward-Thinking Jewelers Should Do Right Now
1. Audit Your Video Capability
Can you offer a professional live video consultation today? If not, what’s stopping you?
Consider:
- Lighting quality in your showroom
- Camera equipment and angles
- Staff training for on-camera presentation
- Integration with your existing systems (inventory, CRM, POS)
2. Train Your Team
Your best salespeople need to become your best on-camera presenters. This requires:
- Understanding camera angles and lighting
- Speaking naturally to a lens (not just a person)
- Managing technical elements while maintaining conversation flow
- Building rapport through a screen
3. Choose the Right Technology Partner
Not all video commerce platforms are created equal. Look for solutions that:
- Integrate with your existing Shopify or e-commerce platform
- Enable real-time product showcasing
- Provide analytics on customer engagement
- Scale with your business
4. Start Small, Then Scale
You don’t need to launch a full live shopping channel overnight. Start with:
- Offering video consultations as an option for appointment requests
- Hosting one live event per month featuring new arrivals
- Creating short video content for social media
Build confidence, refine your approach, then expand.
5. Measure What Matters
Track these metrics to prove ROI:
- Video consultation booking rate
- Consultation-to-sale conversion rate
- Average order value (video vs. non-video customers)
- Return rate comparison
- Customer lifetime value for video-engaged customers
The NRF 2026 Takeaway for Luxury Retail
The retail industry’s largest event is sending a clear message: personalized, visual, real-time commerce is the future.
For jewelers, this isn’t a threat — it’s an opportunity.
The unique qualities that make jewelry shopping special — the beauty, the expertise, the personal connection — are exactly what video commerce amplifies.
The stores that embrace this shift will:
- Reach customers beyond their geographic limitations
- Build deeper relationships that drive loyalty
- Compete effectively with both local competitors and national chains
- Position themselves as modern, innovative, customer-focused brands
The stores that don’t will increasingly wonder why customers are shopping elsewhere.
Ready to Transform Your Jewelry Business?
At Immerss, we’ve built a live video commerce platform specifically designed for luxury retail. Our AI-powered solution helps jewelry stores:
- Offer professional video consultations from any device
- Showcase products in real-time with intelligent product suggestions
- Integrate seamlessly with Shopify and leading e-commerce platforms
- Build customer relationships that drive repeat purchases
The future of jewelry retail is personal, visual, and real-time.
The only question is: will you be leading the change or watching from the sidelines?
