Study: Jewelry No. 2 Father's Day Gift

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Study: Jewelry No. 2 Father's Day Gift

July 29, 2008

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Paso Robles, Calif.—One-third of consumers purchased a Father's Day gift this year, with many buying fine jewelry and watches, according to the latest study from the Jewelry Consumer Opinion Council (JCOC).

"Fine jewelry and watches tied for second place with the innocuous power tool," MVI Marketing President Liz Chatelain said in a media release issued on Monday. "More men seem to be requesting jewelry and watches from the females in their life and purchasing items like power tools for themselves."

According to the study, stainless steel jewelry and watch purchases were up this year, compared with both last year and what consumers expected to purchase this year.

Stainless steel jewelry and watches were selected by 30 percent of respondents, compared with 20 percent last year and 11 percent of expected purchases this year. This might indicate that consumers saw a larger selection of stainless steel men's pieces they liked in stores, or the cost of gold jewelry was just too high, the study shows.

Yellow gold was the second most preferred metal for fine jewelry and watch gifts; however, sales were down 14 percent, compared with 30 percent in 2007 and 22 percent in planned purchases this year.

Father's Day gift purchases were down overall this year, according the study, with 22 percent of consumers purchasing clothing, the No. 1 gift.

For more of the study, contact Destini Cavalletto at (805) 239-2994 ext. 100 or destini@mvimarketing.com, or visit the JCOC's Web site, JCOC.Info.

The JCOC's post-Father's Day consumer research study was completed by 2,256 of its panel members in June and July.

The JCOC, a division of MVI Marketing Ltd., provides the fashion, finance, gem, jewelry, media and retailing industries with fast, effective and powerful market intelligence about jewelry products and the end-consumer. The JCOC is an e-panel of more than 100,000 North American consumers who represent all ages, genders, income levels, buying categories and geographic regions.

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