Some 22.5 percent of shoppers plan to buy jewelry this holiday—the highest level since 2007, according to the National Retail Federation’s annual holiday spending survey.
The finding somewhat contradicts a survey from Nielsen that found jewelry demand flat this holiday.
Jewelry demand still fell below most other categories measured, including clothing and clothing accessories, the most popular choice for a Christmas gift, favored by nearly 60 percent of shoppers. Other popular choices: gift cards (chosen by 59.2 percent); toys (45.1 percent); books, CDs, DVDs, videos, and video games (51.5 percent); electronics (31.7 percent); personal care or beauty items (24.4 percent); and food and candy (32.percent).
The survey, conducted by BIGinsight, said that 52.8 percent of Americans have already started their holiday shopping, up from 51.4 percent last year.
It also found that 47.3 percent of consumers said they will look for holiday gift ideas online, with 13.3 percent using Facebook for inspiration and 5.8 percent using Pinterest.