GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
SurveysJul 14, 2020
COVID-19: Consumer Trends and Where They’ll Go from Here
A recent survey by Provoke Insights looks at online shopping vs. off, the in-store experience and consumers’ top concerns about the future.
According to a recent study from Provoke Insights, 22 percent of U.S. consumers said they aren’t buying as much jewelry online as they were before the pandemic, while 10 percent said they’re buying more. Pictured here is Gurhan’s three-strand “Vertigo” necklace in 24-karat gold with hand-hammered tubular beads.
New York—Consumers have adopted new purchasing patterns in light of the restrictions imposed—and in some cases still in place—across the country.
The question remains, which of these habits will stick even as states reopen, and which won’t?
In its most recent study of 2020 consumer trends, market research firm Provoke Insights aimed to gain a better perspective on consumers’ mindsets and behavior changes pre-, during and post-pandemic.
It conducted a survey among 600 U.S. consumers between the ages of 21 and 65, with sampling based on the latest census data so factors like income, age, gender and geography reflected the country’s population.
The 10-minute survey was fielded between June 5 and 15.
Here’s what it found about how consumers have been shopping since March, and how that could change.
Online Luxury Shopping
Perhaps unsurprisingly, according to survey results, 77 percent of Americans who usually wear jewelry said they haven’t been wearing it as often as they did prior to the start of the pandemic—understandable given the trend of dressing more casually while stay-at-home orders were in place.
As jewelry wearing has declined in frequency, so too has online shopping in the category.
According to Provoke Insights, 22 percent of U.S. shoppers aren’t buying as much jewelry online as they were before the pandemic.
Ten percent said they are buying more jewelry than before.
Among the age groups, Provoke found that millennials are most likely to buy jewelry, watches, handbags and other accessories online right now.
In-Store Luxury Shopping
The study also looked at in-store shopping, which 66 percent of survey-takers said they plan to do when stores reopen.
The question, though, is how often they might do that.
According to the survey, 45 percent of Americans will shop in stores the same amount, while 42 percent are planning to shop at luxury retailers less than before the pandemic and 12 percent said they will shop more.
Members of Generation Z—the generation that follows the millennials—and millennials are more likely to shop in-store once luxury retailers reopen.
RELATED CONTENT: 8 Things to Know About That Next Generation … ZAmong Gen Z, 53 percent said they would shop more or the same amount in luxury retailers, while the remaining 47 percent said they would shop less.
For millennials, 60 percent indicated they’d shop at luxury retailers more or the same amount, with the remaining 40 percent indicating they’d shop there less.
Because of health and safety concerns that come along with in-store shopping, the store experience will also change, Provoke said.
The survey showed there’s an interest in “out-of-the-box” retail ideas to provide new shopping opportunities, especially among younger consumers.
Other Categories
A handful of industries have seen their online sales increase throughout the pandemic.
Makeup, for example, is selling at a higher rate online as consumers go digital to purchase their favorite products, with 34 percent of Americans purchasing makeup or skincare online in the last three months, up from 29 percent before March.
Online grocery sales have risen 20 percent over the last three months.
Personal care items and alcohol also have seen an uptick, while online sales of furniture and kitchen appliances have declined.
Future Concerns
Provoke Insights also asked survey-takers about their concerns and outlooks as states reopen.
People are most concerned about COVID-19’s effect on the economy, with 76 percent of survey-takers indicating this is a worry for them.
Sixty-three percent said they’re concerned about social events, 61 percent about eating at restaurants, 55 percent about shopping in stores, 49 percent about health and 37 percent about the security of their job.
Looking ahead, three out of four U.S. consumers said they expect the country to dip into a recession.
Still, the majority—72 percent—are optimistic about the future for various reasons including family, religion and knowing the virus will eventually subside.
Those who indicated they don’t feel optimistic about the future said they’d be more so if there was a COVID-19 vaccine or a change in political leadership, survey results found.
The survey showed there’s an interest in “out-of-the-box” retail ideas to provide new shopping opportunities, especially among younger consumers.
RELATED CONTENT: 7 Tips for Keeping Your Online Business RollingA quarter of luxury shoppers are interested in virtual shopping events—with nearly half of Gen Z and more than a third of millennials indicating they’d be interested—and 27 percent also said they’re interested in scheduling an appointment to be able to shop privately and avoid other customers.
Other Categories
A handful of industries have seen their online sales increase throughout the pandemic.
Makeup, for example, is selling at a higher rate online as consumers go digital to purchase their favorite products, with 34 percent of Americans purchasing makeup or skincare online in the last three months, up from 29 percent before March.
Online grocery sales have risen 20 percent over the last three months.
Personal care items and alcohol also have seen an uptick, while online sales of furniture and kitchen appliances have declined.
Future Concerns
Provoke Insights also asked survey-takers about their concerns and outlooks as states reopen.
People are most concerned about COVID-19’s effect on the economy, with 76 percent of survey-takers indicating this is a worry for them.
Sixty-three percent said they’re concerned about social events, 61 percent about eating at restaurants, 55 percent about shopping in stores, 49 percent about health and 37 percent about the security of their job.
Looking ahead, three out of four U.S. consumers said they expect the country to dip into a recession.
Still, the majority—72 percent—are optimistic about the future for various reasons including family, religion and knowing the virus will eventually subside.
Those who indicated they don’t feel optimistic about the future said they’d be more so if there was a COVID-19 vaccine or a change in political leadership, survey results found.
More on Surveys
The Latest
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.
Weekly QuizMar 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in CollectionThe ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and WhyWe asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker LineupThe annual event will be held in Orlando, Florida, from Sept. 14-17.
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds CoverThe “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary CongressThis year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.
MajorsMar 04, 2026
Michael M Opens First StoreBeverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East StoresKering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.
EditorsMar 04, 2026
Q&A: Brilliant Earth’s CEO on the New Beverly Hills StoreBeth Gerstein discusses the vibe of the new store, what customers want when fine jewelry shopping today, and the details of “Date Night.”
Events & AwardsMar 04, 2026
JIS Miami Spring Show to Feature New Gifts Pavilion, Pop-Up Trends TalksNearly half of buyers are prioritizing silver and fashion collections this season, organizers said.
TrendsMar 04, 2026
Spinelli Kilcollin Rides Free In Year of the Horse CampaignThe “Live Now. Polish Later.” campaign features equestrians wearing the brand’s jewels while galloping across the icy plains of Kazakhstan.
MajorsMar 04, 2026
LeachGarner Names New Brand DirectorThe precious metals provider has promoted Jennifer Ashworth to the role.
Events & AwardsMar 03, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on March 13.
SourcingMar 03, 2026
7 Trends That Could Define the Diamond Industry’s FutureExperts from India weigh in the politics, policies, and market dynamics for diamantaires to monitor in 2026 and beyond.
MajorsMar 03, 2026
Swiss Refiner Completes Acquisition of Gannon & ScottThe American precious metals refiner’s day-to-day operations remain the same post-acquisition.
TrendsMar 03, 2026
Amanda’s Style File: AquatopiaThese aquamarine jewels channel the calming energy of the March birthstone.
Events & AwardsMar 03, 2026
AGTA Adds Another New Category for SpectrumThe “Innovative Design” category and award will debut in the Spectrum division of this year’s AGTA Spectrum & Cutting Edge Awards.
EditorsMar 02, 2026
Jewelry at the Actor Awards: Reimagining Hollywood GlamourDiamond jewelry was the star of the event formerly known as the SAG Awards.
Events & AwardsMar 02, 2026
JVC to Honor Rebecca Foerster at Annual LuncheonFoerster is this year’s Stanley Schechter Award recipient.
Events & AwardsMar 02, 2026
JFC Names 2026 ‘Facets’ Honorees Sponsorships and tickets to the annual fundraising event, set for May 31, are available now.
CrimeFeb 27, 2026
Man Charged in Murders of Father, Son Jewelers in ChicagoChicago police and members of the U.S. Marshals Service tracked down the 35-year-old suspect earlier this week in St. Louis.
