Survey: Fewer People Gave Jewelry as a Valentine’s Day Gift

Jewelry may be losing its sparkle among gift givers for Valentine’s Day, according to a recent Internet survey.

A total of 18 percent of the respondents said they would give jewelry or a watch for Valentine’s Day which represents a 10 percent decrease from 2006, according to the results of a Jewelry Consumer Opinion Council survey.

“After spouse, children were the largest group being given gifts for Valentine’s Day. The jewelry industry does not do enough to promote jewelry as a category for children,” said Liz Chatelain, president of MVI Marketing Ltd. JCOC is a division of MVI.

The survey was conducted between Jan. 29 and Feb. 2 by 2,686 JCOC panel members. The complete study can be found at

Other survey highlights include:

* Nearly one-quarter of respondents said they would spend $101- $200, while 11 percent said they would spend $1,000 or more on Valentine’s Day jewelry gifts.

* Yellow gold was the most popular metal and

* After watches, earrings were the top pick for jewelry.

The JCOC is an Internet-based, niche market research service and is made up of a sampling panel of consumers throughout North America representing all ages, genders, income levels, buying categories, and geographic regions.

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