FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
TechnologySep 22, 2014
Study: Stores now using social channels more for ads
Department stores’ strategies on social media are shifting from a focus on community growth to leveraging the networks for more traditional marketing methods, a recent report from think tank L2 shows.
New York--Department stores’ strategies on social media are shifting from a focus on community growth to leveraging the networks for more traditional marketing methods, a recent report from think tank L2 shows.
In its 2014 “Department Stores: Social Media” study, L2 took a look at the social performance, best practices, and case studies of 56 global retailers across multiple social platforms such as Facebook, Twitter, Instagram and Pinterest.
The study found that most of the stores are leveraging the scale of their social networks to “amplify their content and directly target consumers.” It also found that retailers increasingly are using social and user-generated content to encourage shopping on their sites.
According to L2, while nearly every department store has a presence on Facebook, growth and engagement on that platform is beginning to plateau.
Since 2013, 55 percent of department stores have experienced a decline in the number of users liking, commenting on or sharing their posts, and 73 percent have seen a decrease in engagement rate, or the percentage of the community liking, sharing, or commenting.
Acknowledging this change in the Facebook landscape, the department stores are responding by using advertising as their Facebook posts to ensure engagement and visibility. Posts featuring the brands they carry tend to resonate with the community, as well as celebrity content, L2 found.
Department stores not only have decreased the average amount of posts on Facebook due to the decreased engagement, but are doing so on Twitter as well.
According to the study, 63 percent of department stores now are using Twitter more for customer service. L2 said that one-third of luxury consumers use social media to express opinions about their purchases and experiences; 83 percent of customers expect a response to a complaint or question the same day and 30 percent expect it within 30 minutes.
This compares with a 6 percent response rate from department stores to Tweets directed at them, and an average response time of 8.3 hours.
When it comes to engagement on social media, Instagram’s rates are 19 times those of Facebook, drawing retailers into the network. Eighty-six percent of department stores have an Instagram account this year, compared with 60 percent a year ago.
Macy’s was one of the first brands to pilot Instagram advertising in December 2013, attracting 42,000 new followers and engagement 70 times that of its regular posts.
RELATED CONTENT: Nordstrom launches Instagram shopping experience
Despite Instagram’s limited e-commerce features, Nordstrom is pushing the bounds of the photo sharing network to drive its followers to purchase.
In August, it launched the Like2Buy Instagram store. A link on Nordstrom’s Instagram profile page takes users to a gallery of images that then will redirect them to the product page on the company’s mobile site for direct purchase.
Among the three major social media platforms, Pinterest, Facebook and Instagram, Pinterest is considered the most commerce-oriented.
Yet, only 18 percent of department stores have implemented “Rich Pins,” which were designed to encourage purchasing by providing real-time pricing, product availability and sales notifications.
Nearly 80 percent of brand engagements on Pinterest, however, happen outside official brand accounts. In response to this activity, nearly 63 percent of department stores have embedded the “Pin It” button on their websites. Pin It adoption was up 20 percent year-over-year, according to the L2 study.
More on Technology
The Latest
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
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.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
