Close Menu
Jewellery MonthlyJewellery Monthly
    Facebook X (Twitter) Instagram
    Jewellery MonthlyJewellery Monthly
    • News
      • Industry News
      • Celebrities
      • Launches
    • Events
    • Insights
    • Consumer Education
      • Diamond Prices
    • About Us
    • Contact
    Saturday, May 3
    Jewellery MonthlyJewellery Monthly
    Home»Education»What influences shoppers to buy costume jewellery?
    costume-jewellery
    Education

    What influences shoppers to buy costume jewellery?

    Jewellery MonthlyBy Jewellery Monthly03/11/20152 Mins Read
    Share
    Facebook Twitter LinkedIn Pinterest Email

    Bricks and mortar stores are king for jewellery shoppers, new poll reveals

    The majority (79%) of costume jewellery shoppers buy in-store with almost a third (28%) favouring independent retailers and 72% prefer visiting a jewellers over online when researching a purchase, reports a new survey.

    Using its #weasked100shoppers tool, brand and retail marketing experts The Market Creative asked 100 female shoppers about their last costume jewellery1 purchase to help retailers and brands better understand how they can inspire shoppers to buy.

    The survey found that the largest proportion (44%) of shoppers spend between £26 and £100 on costume jewellery with one in ten splashing out over £200. Twenty per cent buy more than one piece in a single trip.

    While favouring bricks and mortar for purchasing, costume jewellry shoppers sought online reassurance with one in five visiting social channels or reviews before buying. Of those who bought online, 65% used a desktop computer rather than a mobile device.

    The majority (85%) of shoppers bought costume jewellery for themselves – 44% said they felt like treating themselves and a third were buying for a special occasion.

    Emotion ranked top on their biggest influence to buy with 91% citing their ‘love for a piece’ as the single most important driver. In terms of more tangible influences to buy, the top three were rated as price, assistance in store and the person they were shopping with.

    Sue Benson, managing director at The Market Creative said: “Bricks and mortar are clearly king when it comes to shoppers buying costume jewellery, so it’s vital that jewellers make the most of their in-store marketing. As well as heroing their offer in window displays, staff must be well-trained and informative to help guide purchases.”

    5 marketing tips to influence jewellery shoppers to act:

    • Think about window displays and don’t miss-out on an opportunity – do your stores shout costume or fine jewellery?
    • Consider key trading events to drive awareness
    • Ensure your shopper experience is consistent yet channel relevant online and in store
    • Bring social shares and reviews in-store to persuade and influence shoppers
    • Sometimes shoppers just need a little nudge – think colleague training or real time offers to act as the excuse women need

    custome-jewellery-report

    For further information visit themarketcreative.com

    Share. Facebook Twitter Pinterest LinkedIn Tumblr Email
    Jewellery Monthly
    • Facebook
    • X (Twitter)
    • LinkedIn

    Jewellery Monthly strives to be the UK's most helpful jewellery publication - informing, educating and connecting all levels of the jewellery trade to help our industry grow.

    Related Posts

    Goldsmiths’ Centre Opens Applications for Shine 2025 Training Programme

    25/04/2025

    BAJ to Host Apprenticeships Webinar for Jewellery Employers

    17/04/2025

    Birmingham Assay Office to Host Careers Day for Aspiring Jewellery Professionals

    09/01/2025

    CMJ Introduces Free Training Platform for Members

    05/12/2024

    BAJ to Host Online Apprenticeship Info-Session for Jewellery Industry Employers

    01/11/2024

    BAJ Celebrates Emerging Talent at 2023/2024 London Graduate Show

    02/10/2024

    Jewellery industry news & insights delivered straight to your inbox

    Get the free 5-minute newsletter read by Jewellery Industry professionals who want to get ahead

    Your subscription could not be saved. Please try again.
    Your subscription has been successful.

    Explore

    • About
    • Contact

    Reach Our Audience

    • Advertise
    • Submit a press release
    • Submit an opinion piece

    Consumer Education

    • 4Cs of Diamonds
    • Diamond Price Chart

    Jewellery Monthly is part of Loupe Media Network

    Privacy policy | Terms of use | Cookie Policy

    Type above and press Enter to search. Press Esc to cancel.

    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept All”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
    Cookie SettingsAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-analytics11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Analytics".
    cookielawinfo-checkbox-functional11 monthsThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookies is used to store the user consent for the cookies in the category "Necessary".
    cookielawinfo-checkbox-others11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Other.
    cookielawinfo-checkbox-performance11 monthsThis cookie is set by GDPR Cookie Consent plugin. The cookie is used to store the user consent for the cookies in the category "Performance".
    viewed_cookie_policy11 monthsThe cookie is set by the GDPR Cookie Consent plugin and is used to store whether or not user has consented to the use of cookies. It does not store any personal data.
    Functional
    Functional cookies help to perform certain functionalities like sharing the content of the website on social media platforms, collect feedbacks, and other third-party features.
    Performance
    Performance cookies are used to understand and analyze the key performance indexes of the website which helps in delivering a better user experience for the visitors.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    Others
    Other uncategorized cookies are those that are being analyzed and have not been classified into a category as yet.
    SAVE & ACCEPT