Jewellery and watches

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the jewellery and watches sector

  • Of those who shop from an out of country online retailer, 27% said they would be likely to purchase jewellery or watches.  44% of Thailand shoppers and 41% of South Africa and India shoppers were most interested in purchasing out of country.
  • 11% of jewellery and watch shoppers said they had purchased high-end items in this category from a department store’s e-shop in the last year, 10% from a luxury e-shop, 8% from a luxury brand’s own website, and 5% from a website abroad. China and India shoppers were most likely to have done this.
  • 40% of jewellery and watch shoppers preferred to research their purchases online, while 33% said they’d rather do it in store.     
  • When it came to purchasing, 50% said they’d rather do it in store and 30% online (including 19% via PC).      
  • 20% of jewellery and watch shoppers didn’t do any research before purchasing.  This is one of the sectors where shoppers were least likely to do research.    
  • 60% of shoppers in this category had made at least made some of their purchases online in the last year. India shoppers were most likely to have made at least some purchases (72%), while Australia shoppers were least likely (48%). 
  • 29% of the global sample said they had not purchased online in this category in the last 12 months. South Africa (40%), Singapore (37%), Austria and Belgium (38% each) were least likely to have.  On the other hand, Germany shoppers were least likely to say they had not (16%).  

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Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728
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Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71
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