Headlines

Average Ticket Edges Higher As Strong Season Continues

Published

7 years ago

December 18, 2017

Chris Burslem

See the results of our latest Holiday Season Mini-Survey.

Jewelers reported that momentum was building toward a very strong 2017 holiday season, according to the second INSTORE Holiday Season Mini-Survey.

As we enter the home stretch, the positive reviews of the holiday season we’ve been seeing since Black Friday continue to roll in. In our fourth Brain Squad Mini Survey, 36 percent of jewelers described the season so far as “terrific” or “better than expected”, while 27 percent rated it negatively. The rest said it was on par with expectations.

CUSTOMER TRAFFIC COMPARED TO LAST YEAR

Average Ticket Edges Higher As Strong Season Continues

AVERAGE TICKET COMPARED TO LAST YEAR

Average Ticket Edges Higher As Strong Season Continues

While those levels have changed little in the three weeks since we started doing our holiday surveys, one trend that has become more prominent is declining customer traffic but higher tickets. Only 29 percent of jewelers said their traffic was up over the same period in 2016 (vs. 36 percent who said it was down), but 44 percent said their average ticket was up (vs. 22 percent who said it had declined).

“Sales are up, transactions are down. Custom is very strong, people know what they want and want it made,” said Susan Kauffman at Black Dog Jewelers, Lewisburg, PA.

The strong sales numbers could also be seen in the way average ticket has steadily climbed over the season. In our first mini survey, 43 percent of jewelers said their average sale was over $350. In this weekend’s survey, the portion of jewelers reporting such a high number had climbed to 48 percent.

“Many customers tell me that they had the best year in their businesses and therefore seem to be spending more this year because of that,” said Tom Duma, owner of Thom Duma Fine Jewelers in Warren, OH.

Added Kim Hatchell, the manager at Galloway & Moseley, in Sumter, SC: “People are definitely more comfortable than last year, and spending more.”

In addition to the lift from a strong economy there is evidence jewelers are getting a better handle on the new retail environment. “I feel blessed to have the business we do. Changes are fine and we are adapting nicely to the new generation of retail,” said Brenda Newman, owner of The Jewelry Source in El Segundo, CA.

As for what’s selling well, diamonds, silver and custom continue to dominate the list. “Diamond necklaces, diamond earrings and diamond rings still are making the most headlines here in the Midwest,” reported Denise Oros, owner of Linnea Jewelers in La Grange, IL “Santa’s sleigh has made several stops at our front door to pickup delightful goodies for good little girls.”

More than 150 jewelers from 36 states and Canada responded to our survey, which was sent out on Monday morning. We’ll send out our final holiday season survey next week. Please look out for it.

Looking for a Seamless Sale? Call Wilkerson

After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”