A new survey, titled “The Plumb Club Industry and Market Insights 2023” and reported on by Instore Magazine, reveals that when it comes to jewelry purchasing by Americans, “online fact-finding and purchasing are strong.”
The study, issued by The Plumb Club – “a coalition of over 50 best-in-class suppliers to the jewelry and watch industry” – surveyed over 2,000 American consumers with the aim of helping “retailers understand consumer shifts and trends and provide insights to support better business.”
The Plumb Club Industry and Market Insights 2023 shows that, while 48% of consumers still research potential purchases in store with a jewelry expert, 70% use internet searches for the research. 85% said they feel there is “enough reliable information available to educate themselves about a jewelry purchase.”
In addition, 62% of consumers have purchased jewelry online and 46% have purchased watches online. The top 3 reasons noted for shopping online versus in the store are “convenience” (64%), “more product options” (43%) and the ease of “price comparison” (40%).
When buying or browsing, consumers opted to go on brand jewelry and watch websites (31%), online marketplaces (30%), and jeweler websites (27%). Another interesting highlight is that nine out of ten consumers who have shopped on a site with a try-on option, found the feature “helpful.” When purchasing jewelry online, the average spend is $1,355.
83% of respondents said they are active on social media, and 40% have made purchases from social media platforms – with Facebook and Instagram far outweighing all other platforms. For consumers making a purchase, Facebook topped the chart at 48% and Instagram at 42%. Notably, 80% said that their social media purchase was related to an ad they had seen on these platforms.
