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Study: Jewelry, watch sales ho-hum for holiday

December 12, 2007

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Paso Robles, Calif.—More than 147 million shoppers may have hit the stores on Black Friday weekend, but they weren't buying jewelry, according to a new study by the Jewelry Consumer Opinion Council (JCOC).

Of the 2,104 consumers polled by the JCOC during the last week of November, only 16 percent purchased fine jewelry or watches as a gift over the holiday weekend, down from 20 percent in a similar study conducted in 2006.

Nearly 10 percent of those who purchased fine jewelry spent more than $1,000.

The study also found that more than half of those shoppers cited that their fine-jewelry or watch purchase was planned and not spontaneous.

Department stores are still the most popular retail venue for fine-jewelry holiday purchases, followed by jewelry chain stores, and more than 8 percent of all respondents made fine-jewelry gift purchases online due to convenience and great deals, according to the study.

The JCOC, a division of MVI Marketing Ltd., is an Internet-based, market-research service composed of North American consumers of all ages, genders, income levels, buying categories and geographic regions. It provides the gem, jewelry and watch industries with market intelligence about their products and their respective end-user, the consumers.

For more information about the JCOC, visit its Web site, Jcoc.info.
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