TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
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
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
