IDEX Online Research: The Opportunity for Jewelers – Female Self-Purchasers

Since women control spending and have significant income of their own, how can jewelers convince those female shoppers to come into their stores to buy jewelry? 

Currently, about two-thirds of jewelry sales in America are tied to specific annual calendar events. For example, Valentine’s Day, Mother’s Day, and Christmas are key calendar selling seasons for jewelers. Shoppers also buy jewelry to celebrate birthdays, anniversaries, and other key milestone events. These sales are driven by an external lifestyle event which often occurs annually. 

Only about one third of all jewelry is sold for an occasion not tied to a particular calendar period. These special occasions are often a reward for earning a bonus or a promotion. In addition, jewelry is often bought for no specific occasion – women simply find a piece of jewelry attractive enough to purchase it for themselves. 

The opportunity for jewelers is to capture the attention of this affluent female self-purchaser, and to increase the frequency those shoppers’ store visits in order to gain a top-of-mind position, for both the jewelers and the jewelry they sell.