New York, NY—The holiday season kicks off in earnest this Friday. What jewelry will consumers be shopping for this season?
According to new research conducted by Karus Chains, the answers may hold a surprise. Diamond engagement rings as always hold the number-one place for most popular holiday jewelry purchases, but gold chains for men are on a sharp upswing.
“While we specialize in gold chains for men and write extensively on this subject, as an online jeweler we also have an interest in how people search for jewelry,” says Caemin O’Connor, head of research for the company. Karus conducts frequent research studies of online consumer jewelry shopping patterns. Its latest research was conducted using a new predictive tool from Google, that will predict the number of searches for certain keywords, based on its 18-year history. Online research of a category is typically the first step to purchase, regardless of whether the final transaction takes place on or offline.
The forecast period of Karus’s study covers two weeks beginning with Cyber Monday, the two busiest weeks of the season for online shopping. Apart from the ever-popular diamond engagement rings, Karus’s research predicts the most-searched-for jewelry items this holiday will be earrings—with a predicted 73% surge in searches—and men’s gold chains, with a predicted 42% increase in searches over last year.
The most popular brands to be searched are Pandora, Tiffany, and Swarovski, with Pandora the most popular for rings, bracelets, and earrings. Tiffany was the most popular for necklaces.
Strictly within the men’s jewelry category, gold wedding bands remain the number-one search, but gold chains are second, with about half as many searches likely. Gold bracelets and silver cufflinks also are expected to garner interest.
Lastly, Karus’s research predicts a sharp increase in the number of people watching their pennies. Google’s tool predicts that searches for “cheap engagement rings” will double from last year and searches for other cheap diamond rings will increase 42% over last year. Click here for more.
Source: Karus Chains' blog.