Poll: Holiday Jewelry Demand Looking Flat



Some 22.8 percent of consumers said they hope to receive jewelry this holiday—roughly equal to the amount that said they wanted to receive jewelry last year, according to the National Retail Federation’s 2011 Holiday Consumer Intentions and Actions Survey.

In 2010, 23 percent of consumers told the survey they wanted jewelry for Christmas. That marked a 10 percent gain from the year before, which NRF forecasters called a significant increase in popularity.

Other findings:

  • When asked which one factor will be most important in holiday shopping, the bigger number (41.6 percent) said “sales or price discounts.”  Only 14.6 percent said “quality of merchandise.”
  • For the fifth year in a row, the largest number of shoppers—57.7 percent —want a gift card this holiday season. That was followed by clothing or clothing accessories (50 percent), consumer electronics or computer-related accessories (35 percent), and jewelry.
  • Nearly half of consumers (46 percent) plan to buy online, up from 43.9 percent last year. The average online shopper will spend about 22 percent more than those consumers who only plan to shop in stores.
  • Overall, holiday shoppers plan to shell out an average of $704.18 on holiday gifts and seasonal merchandise, down slightly from last year’s $718.98. The group forecasts overall holiday retail sales will grow 2.8 percent.
  • About 38.9 percent of shoppers plan to begin their holiday shopping before Halloween, roughly equal to previous years.