Survey: Jewelry is a popular post-Christmas purchase

More than half (54%) of shoppers planned to use the week following Christmas to shop for the gifts they really wanted, expecting they would only receive an average of only 61% of their personal holiday wish lists. And according to a survey conducted by Sears, Roebuck and Co., fine jewelry was high on the list of items they planned to buy.

In addition, more than a quarter of consumers surveyed who plan to shop this week say their post-holiday shopping is “all about me.”

In line with this self-indulging mindset, the most highly sought-after items at Sears on Dec. 26 included electronics, fine jewelry, apparel and tools. This tops the traditional post-holiday shopping missions of stocking up on holiday decor and returning/exchanging gifts.

The week after Christmas has become an important “Act II” of the holiday season, according to the survey. The rise in popularity of gift cards is one reason post-holiday shopping has climbed, allowing consumers to take advantage of post-holiday sales. Gift cards have been the third most popular gift of the season at Sears surpassed only by home electronics and tools, and the week after Christmas historically has been the biggest week of the year for gift card redemptions at Sears.

In 2003, Sears’ customers most often used their gift cards for tools and men’s and women’s apparel.

According to the recent survey, 50% of shoppers plan to spend their holiday gift cards on apparel followed by home entertainment items (27%) and electronics (26%).