Survey: Jewelry, Watch Purchases Are Up in 2021 – National Jeweler
The research, launched in September 2021, surveyed 1,504 Americans to identify emerging trends across several industries, with a spotlight on jewelry and watches. The jewelry trends research provide valuable guidance for retailers and marketers looking to understand how consumer preferences are shifting in the post-pandemic world.
One of the key takeaways is that luxury jewelry and watch purchases are on the rise. In fact, 7% of Americans reported purchasing a watch within the past month—a 3% increase from earlier in 2021. This signals a rebound in luxury spending as consumers return to more formal and style-conscious routines.
Interestingly, while many women scaled back their jewelry usage during the pandemic, the trend is now reversing. The number of women wearing jewelry is steadily increasing as social activities resume and fashion-forward routines return.
Another important insight from the study is that 61% of luxury purchasers enjoy taking their time during the buying process. This emphasizes the importance of experience-driven retail strategies—both in-store and online—when targeting high-end shoppers.
The jewelry trends research suggests that consumers are still shifting away from the ultra-casual, stay-at-home fashion mindset of the pandemic. As daily routines normalize, jewelry and watch purchases are regaining traction as symbols of self-expression and celebration.
To see more detailed findings and demographic breakouts, check out the full article on National Jeweler. And to explore insights across other categories, visit the latest research reports at Provoke Insights.
