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Plumb Club Study on Consumer Activity Online and on Social Media

70% of shoppers research jewelry purchases online, with convenience being the main reason for making a purchase.
Wednesday, Apr 26, 2023

In Part 1 of INSTORE Magazine’s analysis of the Plumb Club’s latest study, we saw that retailer websites are just as important as family and friends when deciding where to purchase jewelry. Part 2 of their analysis focuses on consumer behavior online.

As that plurality of shoppers being influenced by retailer websites would suggest, 70% of shoppers research jewelry purchases online.  The majority cite convenience as their reason for ultimately making a purchase online.

Shoppers are not only shopping on ecommerce websites. They’re also buying directly from social media platforms: 40% have made a purchase from a social media platform. Facebook and Instagram are by far the preferred platforms of jewelry shoppers.

The full article contains charts and graphs illustrating this information and more. You can also find a link to the Plumb Club study there.