Platinum Guild International USA is releasing the results of a global consumer research study conducted by Nielsen IQ on their behalf.
The objectives of the survey were twofold: to monitor the changing consumer sentiment towards precious jewelry purchase and to understand consumer purchase behavior and how it changes over time.
The quantitative survey was deployed to understand and track consumer behavior in four key markets: United States, Mainland China, India, and Japan. In the US, the survey group consisted of 500 individuals who were interviewed in February and early March of this year.
The key findings of the US-focused research are:
- While only one-third of Americans are positive about the current economy, more than half expect it to get better in the next three months. Nearly half are also optimistic with their current and future personal financial situations.
-
-
- Eight in ten American feel comfortable with shopping in store at this time. Bridal jewelry is driving the market demand, with more than half of participants looking to purchase non-bridal jewelry within the next year.
- Self purchasing of non-bridal jewelry is driven by females aged 18-45 in the past three months, while gifting is driven by males aged 31-45.
- The perception of precious jewelry remains positive, with more consumers considering it important during this time.
“We are very happy to see a continued positive perception towards precious jewelry, both in the US and globally, mirroring the steady platinum trajectory of the past six years,” said PGI USA president, Jenny Luker. “After a year like 2020, it is reassuring to see people have rebounded to continue to want to celebrate and mark life’s milestones with jewelry.”
- Eight in ten American feel comfortable with shopping in store at this time. Bridal jewelry is driving the market demand, with more than half of participants looking to purchase non-bridal jewelry within the next year.
-
-
