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November 1999

Precious Metals & Bench : Data & Statistics

Where Do Consumers Buy Sterling?

Jewelers carve out their share of the business

Department stores are the dominant outlet for sterling silver giftware and flatware. But jewelry stores are a closer second than you might think. Jewelers once owned the sterling giftware and flatware market. But in the 1960s and 1970s, they fell behind as department stores moved into big anchor spots with lots of display space in new suburban malls.

Now jewelers are reclaiming a portion of the business as their upscale jewelry customers look for upscale gifts not found in the stale, generic selection in department stores. Here are the specifics, courtesy of the Silver Trust International, New York City.

Sterling Flatware Sales
Department stores 33%
Independent Retailers (mostly jewelers) 17%
Mail Order* 15%
Variety Stores 11%
Off-Price 10%
Other 14%

Sterling Giftware Sales
Department Stores 33%
Jewelry Stores 20%
Off-Price Stores 10%
Mail Order* 10%
Craft Shows 10%
Other 17%
*Consider these figures with caution because mail-order sales often result from people who visit stores first.


Copyright © 1999 by Bond Communications.


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