IDEX Online Research: Jewelry Shopping Frequency Is Down
August 14, 06
Over the past two decades, consumers in American households have cut back on shopping trips to their jeweler, according to new consumer research by the U.S. Department of Commerce. In 1984, over 14 percent of all Americans shopped for jewelry in any calendar quarter of the year. By 1994, this had declined to just under 12 percent. In 2004, only about 8 percent of consumers in American households bought jewelry in any quarter of the year. The graph below summarizes these findings.
Fewer Die-Hard Jewelry Shoppers
Among American households, roughly 3 percent of all shoppers are die-hard jewelry shoppers, according to research by Retail Forward. In 2005, these loyal customers purchased jewelry at least once a month.
However, Retail Forward research also shows that the percentage of loyal customers – those who shop for jewelry monthly – has declined from 4 percent of all
During 2005, Retail Forward research revealed that 14 percent of all American households shopped for jewelry during any six-month time period of the year. This was a decline from 2004 when 19 percent of all
The graph below illustrates the percentage of consumers in American households who shopped for jewelry in 2005 during any six-month period.
Research by the Department of Commerce tends to confirm Retail Forward’s findings. During any quarter in 2004, consumers in about 8 percent of all American households shopped for jewelry. The Commerce Department also says about 4 percent of consumers in American households shopped for watches in any three-month period in 2004.