Tuesday, 12th October 2004 (4192 views)

A new study has found that US consumers would rather buy their gold jewellery online, via mail order or over the television, rather than walking into a traditional store.

According to 'Jewelry Report 2004: The Who, What, Where, How Much and Why of Jewelry Shopping', by Unity Marketing, 20 per cent of consumers that bought jewellery last year did so without entering a store.

The most popular source for the 50 per cent of consumers who bought jewellery last year was eBay, according to National Jeweler.

Around 600 recent jewellery purchasers were surveyed for the study and they were asked to rank non-store channels and talk about their most recent purchases.

When considering actual stores, it appears US shoppers favour department stores such as JC Penney, Sears and Roebuck and Co as the most popular.

 

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