Online Jewelry Sales Fall Sharply, Yet Gains Luxury Market Share

Online sales in the Jewelry & Watches product category fell 24 percent in the holiday season, according to comScore and MasterCard Advisors’ data. However, the category outperformed overall sales of luxury goods (including jewelry and watches), which fell 34 percent compared to last year, according to MasterCard.

In several product categories, online spending outperformed offline, in the November 1 – December 24 period, according to a comparison between comScore’s online trade data to overall (online and offline) consumer spending data published by MasterCard Advisors’ SpendingPulse Unit.

The Apparel & Accessories category increased 4 percent online, compared to a 19-21 percent decline in overall sales of the category. Consumer Electronics sales declined 5 percent online. This compares to a 26 percent decline in overall sales of Electronics/ Appliances.

The top growing online product category for the season was Sport & Fitness, which grew 18 percent versus a year ago. Video Games, Consoles & Accessories sales grew 14 percent.

“E-commerce continued to capture an increasing share of consumers’ wallet,” said comScore chairman Gian Fulgoni.

By income, growth in online spending took place only among households earning at least $100,000 in annual income, increasing their purchases by 7 percent.

comSore measures the digital world. SpendingPulse reports on national retail and service sales and is based on aggregate sales activity in the MasterCard payments network, coupled with estimates for all other payment forms, including cash and check.