As Valentine’s Day came and went so did online jewelry sales.
Total online jewelry sales dropped nearly 20% in March, when compared to the previous month, according to monthly research conducted by Forrester Research Inc., Cambridge, Mass., and Greenfield Online, Wilton, Conn.
Total online spending for jewelry was $85,118 in March, according to the research. In February, total online spending amounted to $104,476.
Meanwhile, total spending on online sales increased from $3.4 billion in February to $3.5 billion in March. The number of households shopping online remained at 13.5 million in March. Consumers spent an average of $263 per person in March, compared with $248 in February.
Forrester Online Retail Index measures, on a monthly basis, the growth and seasonality of online shopping based on data collected from online shoppers. The Index is based on 5,000 responses during the first nine business days of the month from an online panel developed by Greenfield Online. The survey results for February were fielded from April 2 through April 9, 2001. It is the 15th consecutive month for the survey.
The monthly panel is weighted to Forrester Research’s Consumer Technographics Benchmark Panel, a survey of 100,000 US and Canadian members of a consumer mail panel developed by NFO Worldwide, a market research firm. Data was weighted to demographically represent the North American population. The Benchmark Panel was fielded from December 2000 to January 2001.
Below are the figures for March as compared to April:
|Total spend by category in March
|Total spent by category in February
|February Index results (Mar./Feb.)|
|Health and beauty||$110,994||$120,512||0.92|
|Toys and videogames||$102,702||$86,151||1.19|
|Tools and hardware||$42,719||$41,920||1.02|
|Food and beverages||$96,897||$78,131||1.24|
|Number of buyers||13,349||13,548||0.99|
|Average spent per consumer||$263.07||$247.89||1.06|