Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJul 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
