Big Survey

56% of Jewelers Have Made a Sale on Facebook

But even more have had success on their own website.

Published

2 years ago

October 20, 2020

INSTORE Staff

NOTE: In descending order, “Others” included Podium, 1st Dibs, Amazon, Facetime, Shopify, LinkedIn, Chrono24.

ONLINE RETAILING WAS once the brave new world for independent jewelers, or to many, a frightening nemesis. But they are slowly adapting and a clear majority have now managed to complete a sale via their website or through another online platform.

According to the 2020 INSTORE Big Survey, Facebook was the No. 1 social media platform for successfully closing a sale, with 56 percent of jewelers completing a transaction on one of FB’s commercial channels, followed by Instagram (32 percent) and eBay (18%). Note that seventy percent of jewelers had managed to sell jewelry via their own website.

Fashion jewelry was identified as the category that sells best online, by 38 percent of the jewelers who sell on the net, followed by fine jewelry (18 percent) and engagement rings (14 percent). This was also reflected in the most popular price points for online sales with more than half of the jewelers, or 52 percent, saying items retailing for less than $500 sold best. That’s not to rule out higher ticket sales: 9 percent of jewelers said they had the most success with jewelry that sells for over $2,000.

Despite the virtual nature of online sales and the inability of the customer to touch the merchandise, few sent their purchases back with 95% of the jewelers saying their return rates for online sales were less than 10 percent.

The 2020 INSTORE Big Survey was conducted from September to October and attracted the participation of more than 750 owners or managers of jewelry stores in the United States and Canada. For the full results, please look out for the November edition of INSTORE.

Related Topics: Big Survey 2020 Featured

click to Comment(Comment)

Up Next

Jewelers Reveal Their Biggest, Most Secret Screw-Ups

Don't Miss

What’s Wrong with Millennials? Here’s What Jewelers Say

INSTORE Staff

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”