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WHAT & WHERE CONSUMERS BUY One in 10 Americans bought fine jewelry or watches in the second quarter of 1996, and jewelry stores were the most likely place they made the purchases. These are among the findings of the second edition of JCK's new quarterly national consumer survey. Though consumers chose jewelers about twice as often as mass merchants or department stores, the percentage who shopped in jewelry stores dropped slightly from the first quarter. More than one in three (37%) made purchases in jewelry stores in the second quarter vs. two in five (41%) in the first quarter. Who picked up the percentage points that retail jewelers dropped? Interestingly, it wasn't typical competitors such as department stores (which fell from 26% to 20% of all fine jewelry and watch purchases), mass merchandisers (which slipped from 18% to 15%) and TV shopping shows (which fell from 5% to
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