Survey: Consumers Prefer Selling Gold to Jewelers



Most consumers prefer to sell their unwanted gold at local jewelry stores, according to a survey by MVI Marketing’s Jewelry Consumer Opinion Council.

The survey found that 60 percent of panelists that had sold gold did it at a local jewelry retailer. Only 14 percent sold their gold through a television offer, while 10 percent sold their jewelry at a one-day event. 

Of the customers that sold at local jewelry stores, 34 percent thought the store’s offer was “too low”; 41 percent said it was “about right”; and 26 percent said it was “more than they were expecting.”  

According to the survey, 69 percent of panelists stated one-day events paid out the most, with local jewelers close behind. Seventy-two percent of panelists said they experienced good to extremely good customer service at one-day events, with local jewelers a close second, and television promotions a distant third.

The survey found that 35 percent had a negative view of television services. By contrast, 48 percent had a good opinion of their local jewelry store.