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Jewelry retailers spend an average of 3.2% of their total sales on advertising. That's more than bookstores (2.0%), general sporting good stores (2.2%), discount stores (1.7%) and grocery stores (1.3%), but less than department stores (3.9%), women's clothing stores (3.7%), menswear stores (3.5%) and shoe stores (4.0%).

Source: 1,001 Ideas to Create Retail Excitement, by Edgar A. Falk. Prentice Hall, 1994.

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