Survey: 74% Consider Buying Jewelry/Watches as Birthday Gifts

According to a study by the Jewelry Consumer Opinion Council (JCOC), two thirds of the 2,838 respondents reported that they had bought fine jewelry or watches as a birthday gift. Seventy four 74 percent said they would consider purchasing these gifts in the future

The survey, conducted from June 30 to July 7, revealed that 70 percent of participants would buy jewelry or watches for a spouse or significant other, followed by a parent or child.

Interestingly, the survey also showed that consumers are rewarding themselves for each passing year, as self-purchased birthday gifts ranked high among respondents. Past JCOC studies have consistently shown that jewelry gift shoppers also buy for themselves when they see something they like.

Dress watches and birthstone and diamond jewelry rank as the top birthday gifts. Nearly half of respondents would spend up to $500 on presents, while a third fell in the $100 and $200 range. Local independent fine jewelry retailers and national jewelry chain stores were the most common venue to shop for fine jewelry and watch birthday gifts. Cost was deemed by survey participants to be the largest hindrance in purchasing fine jewelry or a watch as a birthday gift.