Survey: Thanksgiving Weekend Jewelry Purchases Were ‘Spontaneous’ and ‘Unexpected’

During the Thanksgiving weekend holiday, a large percentage of jewelry purchases were “spontaneous” and “unexpected” and highlighted by the “me” purchaser, according to a recent Internet survey.

The Jewelry Consumer Opinion Council’s study on Thanksgiving holiday weekend jewelry purchases reported that almost half of the 3,156 JCOC respondents went shopping based solely on the lure of Black Friday promotions. Department stores, national/regional jewelry chain stores, and mass discount stores were the most successful selling jewelry as the search for the perfect holiday gift motivated JCOC respondents into buying for themselves or for others. Half of those who purchased jewelry stated, “The price was right” and 37 percent said, “I saw it on display and had to buy it.”

Online jewelry shopping saw significant increases in the mid- to high-range purchases compared to a similar November 2005 JCOC study. Much of the online activity increase is attributed by the JCOC respondents to convenience and pricing. According to, CEO of MVI Marketing, Ltd., JCOC’s parent company,

“Online retailing now includes many major jewelry retailers who did not have e-commerce capabilities last year,” said Elizabeth Chatelain CEO of MVI Marketing, Ltd. “Sales are up especially in the $301 to $1,000 price range.”

The JCOC report coving the findings of this study also include the JCOC respondent’s budget, where they shopped, why they purchase, the price range they are spending, and their other gift purchases.

To examine the complete JCOC report on Thanksgiving Holiday Jewelry Purchasing, visit or call (805) 239-2994.

JCOC, a division of MVI Marketing Ltd., provides its clients and others within the jewelry, finance, fashion, and retailing industries with fast, effective, and powerful market intelligence about jewelry products and the end-consumer. The JCOC is a U.S. and Canadian e-panel of consumers who represent all ages, genders, income levels, buying categories, and geographic regions.

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