Consumers Are Tired of Being Online. Here’s Why That Matters for Jewelers.

By Brittany Siminitz | July 24, 2026

Many people have begun experiencing digital fatigue and are looking for ways to unplug, according to a new report from Incogni, a data privacy company. From app notifications to algorithm-driven feeds, there’s a pressure to always be connected, and it’s leaving consumers feeling mentally overloaded in their digital lives.

Incogni said it sought “to investigate people’s attitudes surrounding social media and online engagement,” and its findings can have implications for jewelers and how they think about marketing as consumer behavior continues to evolve. For example, nearly half (47%) of respondents said they’ve deleted a social media or messaging app because it caused stress or anxiety. That means every email, Instagram reel, and text has to work a little harder.

If prospective and existing clients are becoming more selective about what deserves their attention, it’s not enough for businesses to generate more content or send more texts or emails about promotions—they need to ensure any touchpoint provides genuine value.

Jewelers should prioritize quality over quantity on social media, rather than chasing daily posting schedules. Your emails to customers and subscribers should be more personalized and less frequent, not a constant stream of blanket promotions. And it would be worth your time to create informative content, which helps customers make knowledgeable decisions, instead of merely trying to sell to them.

These conclusions echo advice shared during the “Driving Traffic in Today’s Market” panel at the Luxury show in Las Vegas this spring. Clienteling was the clear buzzword throughout the discussion, with speakers emphasizing the importance of tailoring communication to individual customers rather than relying on one-size-fits-all marketing.

While capturing consumers’ shrinking attention spans also means making online shopping as seamless and intuitive as possible, the Incogni research reinforces the desirability of in-store shopping—an experience independent jewelers have long had in their favor.

A visit to a jewelry store offers shoppers something they can’t even from spending hours behind a screen: genuine human connection. If consumers are craving opportunities to disconnect, independent retailers are uniquely positioned to provide them. Their stores can serve as a welcome respite—a place to slow down, ask questions, discover something beautiful, and enjoy a truly personal shopping experience.

The challenge is getting customers through the door in the first place.

Perhaps the Incogni report’s biggest takeaway is that attention has become one of today’s scarcest resources. Consumers aren’t looking for more content—they’re looking for content that’s worth their time. For retailers, the opportunity isn’t to shout louder than everyone else. It’s to connect, educate, inspire, and build trust while offering customers a welcome break from the digital noise they’re eager to escape.

(Top: Getty Images)