Valentine's Day Boosts Online Jewelry Sales

March 23, 2000

Valentine's Day Boosts Online Jewelry Sales

Online sales of jewelry were stronger in February while traditionally strong categories for e-commerce were flat, according to the National Retail Federation and Forrester Research.

"Valentine's Day was a big reason why consumers spent over $17 million more in February on jewelry than in January," said David M. Cooperstein, research director at Forrester. "The increase was also due to the success of aggressive marketing campaigns from high-end jewelers."

Spending in traditional online categories – including books, music, and software – was steady, though fewer shopped. Combined sales in these three categories fell from $554.1 million to $420.9 million. Although consumers spent the same amount on average in February as in January, there were fewer shopping. More than 62% of total consumers purchased in January for a total of 13.7 million households, while 57.4 % purchased in February – only 12.6 million households.

Overall, retail spending grew in February, according to the Commerce Department. The NRF survey was based on 5,000 responses to an online panel during the first 10 business days of each month. It is weighted to a benchmark panel of nearly 90,000 U.S. and Canadian consumers.

- by Mark Dixon