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Half of Millennial, Gen Z Consumers to Shop for Fine Jewelry This Holiday Season, PGI Study Suggests

It also advises retailers to keep their doors open to serve Millenials and Gen Z customers who are ready to spend in-store.

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About half of all millennials and Gen Z consumers are likely to shop for fine jewelry this holiday season, a new study from Platinum Guild International suggests. That’s a significantly higher percentage than that found among older generations.

Likelihood of Shopping for Fine Jewelry During 2020 Holiday Season

Intent is significantly stronger among Gen-Z and millennials than among the older generations.
PGI survey graph

Letters indicate a significantly higher % compared to corresponding % for associated generation. Capital letters indicate a significant difference at the 95% confidence level, lowercase letters indicate a significant difference at 90% confidence level.

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When specifically asked about the effects of the pandemic, only a small percentage of respondents cited concern over COVID-19 when planning their holiday shopping. Sixty-four percent of respondents felt “completely” or “mostly” comfortable to shop in-store.

Comfort Level Shopping In-Person for Fine Jewelry During 2020 Holiday Season

PGI chart
Letters indicate a significantly higher % compared to corresponding % for associated generation. Capital letters indicate a significant difference at the 95% confidence level, lowercase letters indicate a significant difference at 90% confidence level.

Across all age groups, 87% of respondents planned to shop in-store for jewelry, with the majority of shoppers looking to support local and independent retailers. In addition to their in-store shopping, 70% of respondents said they would also be shopping online, with a third selecting national chains’ websites as their go-to.

Fine Jewelry Retailers: Plan to Shop During 2020 Holiday Season

Those open to shopping for fine jewelry during the holiday season are likely to shop in a physical jewelry store. However, online shopping is a strong option as well that jewelers should be ready to support.

PGI graph
Letters indicate a significantly higher % compared to corresponding % for associated generation. Capital letters indicate a significant difference at the 95% confidence level, lowercase letters indicate a significant difference at 90% confidence level.

When asked specifically what jewelers can do to make the in-store experience less stressful and shoppers more comfortable, there was a resounding call for both employees and customers to be required to wear masks at all times. Masks were followed by a limitation of the number of customers in-store at one time and the strict enforcing of social distancing measures. Providing hand sanitzer upon entry also scored high marks from consumers.

What can jewelers do to make in-store shoppers feel comfortable?

Younger shoppers would also appreciate awareness of disinfecting protocols, touch-free payment, and even virtual appointments.

Half of Millennial, Gen Z Consumers to Shop for Fine Jewelry This Holiday Season, PGI Study Suggests
Letters indicate a significantly higher % compared to corresponding % for associated generation.Capital letters indicate a significant difference at the 95% confidence level, lowercase letters indicate a significant difference at 90% confidence level.

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The research also reinforced the importance of retailers’ continued active communication with their consumers. Using e-blasts, social media channels and even direct mail, retailers should share key messaging that they are open, can offer a safe shopping environment or a seamless virtual experience, for those clients who opt to shop from home.

In September 2020, Platinum Guild International USA commissioned 360 Market Reach to conduct a jewelry buying study. Within the study, researchers specifically looked at the future intent of consumers for the upcoming holiday shopping season and the effects of the COVID-19 pandemic. The focus group comprised 1,000 U.S. consumers age 18 to 64 who have or would be open to acquiring fine jewelry, defined as jewelry costing at least $1,000 made with precious metal.

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SPONSORED VIDEO

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

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