Profile of the Offline Jewelry Buyer

Forty percent of Americans purchased jewelry last year, according to results of a study conducted recently by Unity Marketing, Stevens, Pa. "Luxury Purchase Behavior: The Psychology of Discretionary Spending" examines American's discretionary spending power as it relates to 27 different product categories, including jewelry.* Top reasons consumers make discretionary purchases include improving lifestyle, deriving pleasure from certain products, and beautifying homes. Some 45% of women purchase jewelry annually, according to the study, while only 33% of men do likewise. Generation Xers trail closely behind baby boomers in their likelihood of making annual jewelry purchases. Forty-three percent of households with jewelry buyers have at least three inhabitants. Another 43% of jewelry buyers surveyed have children in their households. (Unity Marketing maintains that the presence of childre
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