Online jewelry sales up 66%

Consumers spent $121 million dollars on jewelry between Nov. 1 and Dec. 8—a 66% increase over last year’s totals, according to a study by comScore Networks, a Reston, Va.-based company that monitors consumer behavior.

Jewelry was the third fastest-growing merchandise category in the study. “Home and Garden” (72% increase over last year) and “Sports and Fitness” (67%) categories scored higher on the survey.

“While a number of categories have had expected increases this year, some are particularly noteworthy,” said Michelle David Adams, comScore vice president. “For example, the increase in Jewelry sales indicates that consumers are now more comfortable buying products that were more likely to be reserved for offline stores because of price, style, and quality concerns.”

Meanwhile, cumulative consumer online sales through the same period reached $8.2 billion, up 29% versus the same period last year, according to the survey. Non-travel sales increased 17% versus year-ago to $5.2 billion, while travel e-commerce increased 58% to $3 billion. Based on historical spending patterns, comScore analysts note that a significant increase in non-travel cumulative sales is likely to continue in the remaining critical weeks before Christmas.

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