When did Kay Jewelers become such a big jewelry store to promote the holidays?

[Hawkee]

Every year when you see holiday commercials for jewelry stores I've noticed that Kay Jewelers is the number one jewelry store for buying jewelry during Christmas and I have never figured it out? Because every year Kay Jewelers does tons of holiday commercials and they release special holiday jewelry promotional commercials advertising free gifts with jewelry purchases. Is it because Kay Jewelers makes a lot of money selling jewelry during Christmas and these holiday commercials hope to get more holiday shoppers? It used to be that Jared was the number one jewelry store and had commercials to promote jewelry during the holidays but now Kay Jewelers has now become king