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(NEW YORK) – The Plumb Club Industry and Market Insights 2025 illustrates that online and social media shopping is continuing to rise among consumers, and for very specific reasons. The consumer survey, completed with over 2,000 jewelry buying consumers across the country, shows a definite upswing.
The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola Deluca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks.
The research document will be shared in its entirety during the JCK Las Vegas Show with a presentation on Saturday, June 7 at 12 noon PDT on the Showcase Stage. Additionally, any retailer wishing for more information on The Plumb Club Industry and Market Insights 2025 should contact their Plumb Club Member vendors or stop by their vendor’s booth at The Plumb Club Pavilion. A full listing of Members can be found here.
- 62% of consumers surveyed have purchased jewelry online and 50% (an increase of 4% over the previous survey in 2023) have purchased watches online. According to the survey, 63% of consumers say they are prompted to shop online because of convenience. 50% say they are prompted because of more product options (an increase of 7% from the previous survey.
- The survey also reveals that online shopping budgets have increased by 22% from the 2023 survey, with the average budget being approximately $1,652. Brand websites and retailer websites were preferred sources by respondents, with 34% saying they browse and buy from jewelry and watch brand websites, while 26% say they choose the websites of independent local jewelers.
- 83% of consumers surveyed say that they are active on social media with a growing number of 44% (an increase of 4% over 2023) saying they have made purchases on social media platforms. Respondents say that Facebook ranks #1 as a preferred platform at 88% and Instagram ranks #2 at 74%. Tik Tok has had the largest increase at 48% stating preference for that platform, an increase of 11% over the previous survey. The 3 platforms are also predominant when it comes to purchasing: 63% from Facebook, 43% from Instagram and 32% from Tik Tok. 77% of purchases were related to ads seen on the platform.
The insights shared here are part of a multi-faceted research study initiated by The Plumb Club with the assistance of Paola Deluca, The Futurist, and Qualtrics, a world-renowned survey and analytics firm. The study was conducted with a sampling of over 2,000 men and women from the ages of 25 – 60 with a balanced demographic and psychographic mix across the US with the goal of understanding how individuals engage with jewelry. Respondents had all attended some college or higher and had a combined household income of at least $75K/year. Additional information from this expansive research will be shared over the next several weeks.
The research document will be shared in its entirety during the JCK Las Vegas Show with a presentation on Saturday, June 7 at 12 noon PDT on the Showcase Stage. Additionally, any retailer wishing for more information on The Plumb Club Industry and Market Insights 2025 should contact their Plumb Club Member vendors or stop by their vendor’s booth at The Plumb Club Pavilion. A full listing of Members can be found here.
