JCOC: Mother's Day purchases plummet

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JCOC: Mother's Day purchases plummet

May 14, 2008

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Paso Robles, Calif.—The Jewelry Consumer Opinion Council (JCOC) Weekly Jewelry Purchase Index showed a drop in consumer buying over the Mother's Day holiday, according to a release from MVI Marketing Ltd.

As of May 13—two days after Mother's Day—the index stood at 87. An index reading of 100 points represents no movement, while readings greater than 100 show an increase in buying.

"The index has not been this low since the week after Valentine's Day," MVI Marketing President Liz Chatelain said in a media release. "Last year at this time, the index was at +126, which further demonstrates a decline in purchasing."

The index measures consumers' past and future behavior, in seven-day increments, to gain insight into what U.S. consumers are buying.

The index is published by the JCOC, which is part of MVI Marketing.

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