Consumers Comfortable Buying Jewelry Online

December 30, 2004

Consumers Comfortable Buying Jewelry Online

Jewelry remains one of the most popular items purchased online. As such, the Internet continues to offer retailers another sales outlet that is largely accepted and used by customers. According to a recent survey by the Jewelry Consumer Opinion Council (JCOC), more than 90% of all consumers have by now made an online purchase, and among these consumers, more than 42 percent have purchased jewelry. In addition, consumers purchased jewelry on average four times and more than 70% plan to purchase jewelry again online.

Earrings, fashion rings, necklaces, bracelets and watches are the five items most likely items to be purchased online, according to the survey, which polled 3,372 consumer members of the Council. Currently, items with lower price points and those sold via auction sites dominate online purchases.

Most consumers said they have spent no more than $250 on a jewelry purchase online, but 13 percent have purchased an item priced more than $500.

"Consumers who purchase jewelry online tend to be bargain hunters," says Destini Gillham, research manager for JCOC. "For retailers seeking ways to expand their online business, offering auction style sales or reduced priced items will attract online buyers. Online retailers have done and excellent job of maintaining customer opinion of price, quality and service."

For consumes who are hesitant to purchase online, Gillham advises Internet retailers to reassure shoppers that their purchased information is safe and secure. More detailed photographs and product descriptions will also help persuade shoppers to purchase online.

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