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2019 Big Survey: Here’s Where Valentine’s Day Is Dying the Fastest for Jewelers

Results of the 2019 Big Survey have been rolling in. Here’s a sample.

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VALENTINE’S DAY SEEMS to be dying fastest in Minnesota, where 85 percent of jewelers said it was no longer pulling in customers the way it once did. Across North America almost one in two jewelers identified the day of love as a key traditional date that had become SIGNIFICANTLY LESS important to their business in the last decade (see chart).

Other prominent dates near the top of the list were Father’s Day, selected by 53% of jewelers who took INSTORE’s 2019 Big Survey, and Mother’s Day, chosen by 41%. Christmas still seems to be maintaining its hold on the shoppers of America. Only 14% of jewelers said it had become less important.

For the record, Indiana appeared to be the state where a promotional arrow from Cupid might still hit its target: Seventy-nine percent of jewelers there said V Day was still a potent traffic driver.

The 2019 Big Survey was conducted in September and October and attracted responses from more than 800 American jewelers. Look out for all the results in the November issue of INSTORE.

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Chris Burslem is Group Managing Editor at SmartWork Media.

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