Surveys

COVID-19: Consumer Trends and Where They’ll Go from Here

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.

20200714_Gurhan-necklace.jpg
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 … Z
Among 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.
RELATED CONTENT: 7 Tips for Keeping Your Online Business Rolling
A 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.
Brecken Branstratoris the senior editor, gemstones at National Jeweler, covering sourcing, pricing and other developments in the colored stone sector.

The Latest

Jacquie Aiche Lizzie Bracelet
CollectionsNov 05, 2024
Jacquie Aiche is Hosting an Online Treasure Hunt

One lucky winner will receive a “Lizzie” diamond bracelet.

Samantha Larson
IndependentsNov 05, 2024
Long's Jewelers Names New Director of Buying

Samantha Larson has joined the Boston-based retailer.

Emerging Jewelers Accelerator Program logo
Events & AwardsNov 05, 2024
JA, BIJC Now Accepting EJAP Applications for 2025

The Emerging Jewelers Accelerator Program will guide retail jewelry entrepreneurs through an eight-month educational curriculum.

Jewelers Mutual Group Cybersecurity
Brought to you by
Navigating Cybersecurity: Essential Guidance for Jewelers

From protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.

Tiffany & Co. x CFDA Jewelry Designer Award
Events & AwardsNov 05, 2024
Tiffany & Co., CDFA Announce Design Award Finalists

Ten chosen designers will receive mentorship and participate in a design contest for the Tiffany & Co. x CFDA Jewelry Designer Award.

Weekly QuizOct 31, 2024
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Dana J. Lorberg
MajorsNov 04, 2024
Jewelers Mutual Appoints Mastercard Exec to Its Board

Dana J. Lorberg brings 35 years of experience in finance, technology, and strategy to the role.

FBI robbery surveillance photo
CrimeNov 04, 2024
FBI Offering $15K Reward for Info on Halloween Mask-Wearing Robbers

The suspects are said to have been involved in the armed robberies of four jewelry stores across three Midwest states.

Article-Top-Image.jpg
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYC

This fall, sharpen your skills in jewelry grading, quality control and diamond assessment.

Models wearing Black Sand Pebble ring and Surf bracelet
CollectionsNov 04, 2024
John Hardy’s New Jewels Turn the Black Sands of Bali into Diamonds

The new designs blend Creative Director Reed Krakoff’s aesthetic with the brand’s Balinese roots.

Jaeger-LeCoultre Reverso Tribute watch
IndependentsNov 04, 2024
Eiseman Jewels is Celebrating Watches All Month-Long

The Dallas-based jeweler will showcase timepieces from Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Parmigiani Fleurier, and more.

Artist Reena Ahluwalia “Pristine” painting
SourcingNov 01, 2024
Reena Ahluwalia Donates Diamond Painting to Benefit CJA

The artwork, titled “Pristine,” was raffled off at the Canadian Jewellers Association’s recent summit.

Gunderson’s Jewelers in Omaha, Nebraska
IndependentsNov 01, 2024
Gunderson’s Jewelers Opens New Location in Nebraska

The new store features a custom design studio and a bridal salon.

Sydney Evan x Wicked “Spell Book” coin charm
CollectionsNov 01, 2024
Piece of the Week: Sydney Evan Gets ‘Wicked’

Designer Rosanne Karmes has created a collection to coincide with the release of the movie musical, which is expected to be a blockbuster.

Charles & Colvard moissanite ring
FinancialsOct 31, 2024
Charles & Colvard Faces Possible Nasdaq Delisting

The retailer said it will file the necessary paperwork to regain compliance as soon as it is able.

National Jeweler columnist Peter Smith
ColumnistsOct 31, 2024
Peter Smith: Nervous Flyers and Emotional Selling

Whether you’re calming the jittery gentleman in seat 13B or selling a diamond ring to a hesitant customer, an empathetic approach is best.

Annie E. Doresca, Grant Mobley, Alexis Padis, Terry Chandler
Events & AwardsOct 31, 2024
WJA Will Celebrate 4 Award Winners at ‘Future of Forty’ Gala

The gala includes a red carpet, music from DJ Renata, an awards program, and “mystery boxes.”

Instore show 2025
Events & AwardsOct 31, 2024
The Instore Show Returns To Chicago Area

The trade show, in its third year, will take place in late September at the Donald E. Stephens Convention Center in Rosemont, Illinois.

Constance Polamalu
Lab-GrownOct 31, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown Diamonds

The jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.

Gem Awards New York City
Events & AwardsOct 30, 2024
These Designers, Journalists, and Retailers Are Up for a Gem Award

The 2025 Gem Awards are scheduled to take place March 14 at Cipriani 42nd Street in New York City.

Peggy Grosz
MajorsOct 30, 2024
Peggy Grosz Leaves Assael After Company Is Sold

Grosz had served as Assael’s senior vice president and creative director since 2017.

CD Peacock Love and Celebration Rings
CollectionsOct 30, 2024
CD Peacock Honors Its Hometown of Chicago in First Bridal Collection

“Love and Celebration” is the jeweler’s first in-house collection featuring engagement rings, wedding bands, and celebration rings.

Mejuri store
Events & AwardsOct 30, 2024
Mejuri to Award $50K in Scholarships to Jewelry Design Students

The funds will be distributed to schools in the U.S., Canada, and the U.K.

Jewelers’ Security Alliance President Jennifer Mulvihill
MajorsOct 29, 2024
Cybersecurity Expert Selected as President of Jewelers’ Security Alliance

Jennifer Mulvihill, the first woman to lead JSA in the organization’s 141-year history, takes over for the retiring John Kennedy.

20241030_NYCJW.jpg
Events & AwardsOct 29, 2024
The Can’t-Miss Events of 2024 New York City Jewelry Week

This year’s festivities include more than 100 experiences, such as designer showcases, panel discussions, and even a treasure hunt.

Edgar Mitchell’s Rolex GMT-Master Pepsi
AuctionsOct 29, 2024
Rolex Worn on Apollo 14 Mission Sells for More Than $2M

The GMT-Master “Pepsi” that belonged to astronaut Edgar Mitchell is one of two Apollo-flown Rolex watches ever sold at auction.

Pandora ambassadors Chloe Bailey, Halle Bailey, and Pamela Anderson
MajorsOct 29, 2024
Pandora’s Holiday Campaign, New Jewelry Celebrate Light and Love

The ads star brand ambassadors Chloe and Halle Bailey and Pamela Anderson.

Stock image of a diamond engagement ring
SourcingOct 29, 2024
De Beers’ Production Drops 25% as Demand Remains Sluggish

The company combined two sights in Q3 due to the slowdown in demand, and said it is moving up the dates for sights 9 and 10 in Q4.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy