Report: Online jewelry sales up nearly 40% as more consumers spend more money online

Consumers spent $3.4 billion online in February-13.3% more than the $3 billion spent online in January-according to numbers released Thursday by the National Retail Federation (NRF) and Forrester Research. And jewelry was among the big winners with sales up nearly 40% from the previous month.

”In light of the economic slowdown, we are pleased to see that the Internet continues to thrive as a consumer shopping channel,” Forrester research director James L. McQuivey said.


In addition to overall spending, the number of households shopping online also increased from 13.3 million in January to 13.5 million in February, and per person spending increased from $228 in January to $308 in February, according to the report.


”Physical retailers were challenged in February by, among other things, bad weather in many parts of the country, which kept many consumers house-bound,” said NRF president and chief executive officer Tracy Mullin.


Last year, online spending dropped from $2.8 billion in January to $2.4 billion in February, according to the NRF/Forrester Online Retail Index.


The NRF/Forrester index, which was formulated in conjunction with Greenfield Online, revealed that jewelry was a big winner, growing from $62 million in January to more than $104 million in February.


McQuivey commented that it was ”reassuring to see the Valentine’s Day love fires stir a 40% jump in online jewelry sales in February.”


Other big winners include Valentine’s Day-fueled purchases of flowers, increasing from $36.8 million in January to $61.7 million in February; online furniture sales, growing from $26 million in January to $43 million in February; and consumer electronics, increasing from $179 million to $196 million.


Appliance purchases saw the largest increase, growing from $24 million in January to $44 million in February.


Consumers also increased their online spending on travel-related purchases. Airline ticket buys increased from $501 million in January to $605 million in February, hotel reservations grew from $229 million to $306 million, and rental car reservations climbed from $113 million to $168 million, according to the index.


”The online figures show strength in the very areas where physical stores were weakest last month, strongly suggesting that consumers embraced the multichannel approach in February to meet their buying demands,” Mullin said.


Categories showing the biggest decreases during the month include videos, which dropped from $83 million in January to $52 million in February; office supplies, dropping from $86 million to $69 million; and toys and video games, falling from $126 million to $86 million.


However, if last year is any indication, e-tail sales should climb steadily as the year goes on. After hitting a low of $2.4 billion in February 2000, online sales grew steadily in 2000, peaking at $6.4 billion in November.


February 2001/January 2001 NRF/Forrester Online Retail Index






Total spend by category in February

(US $ thousands)

Total spent by category in January

(US $ thousands)

February Index results



Small-ticket Items
Software $110,978 $137,821 .81
Books $118, 623 $142,550 .83
Music $114,819 $96,466 1.19
Videos $51,880 $83,166 .62
Office supplies $68,636 $86,502 .79
Apparel $200,847 $178,643 1.12
Footwear $39,070 $41,080 .95
Jewelry $104,476 $62,216 1.68
Flowers $61,713 $36,846 1.67
Linens/home décor  $59,751 $43,607 1.37
Health and beauty $120,512 $87,501 1.38
Small appliances $37,298 $39,703 .94
Toys and videogames $86,151 $125,554 .69
Sporting goods $52,533 $53,399 .98
Tools and hardware $41,920 $36,503 1.15
Garden supplies $23,495 $24,741 .95
Big-ticket Items
Computer hardware $304,506 $362,449 .84
Consumer electronics $195,581 $178,889 1.09
Appliances $43,954 $23,975 1.83
Furniture $42,923 $26,101 1.64
Food and beverages $78,131 $88,909 .88
Airline tickets $605,951 $501,450 1.21
Car rental $168,555 $113,271 1.49
Hotel reservations $305,823 $229,334 1.33
Other $320,186 $243,738 1.31





Total spending $3,358,313 $3,044,414 1.03
Number of buyers 13,548 13,301 1.02
Average spent per consumer $247.89 $228.88 1.08
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