One-third of consumers purchased a Father’s Day gift this year (the third Sunday in June), with many buying fine jewelry and watches. This was disclosed in the latest study from the Jewelry Consumer Opinion Council (JCOC).
According to the study, stainless steel jewelry and watch purchases were up this year, compared with both last year and what consumers expected to purchase this year.
Stainless steel jewelry and watches were selected by 30 percent of respondents (compared with 20 percent last year and 11 percent of expected purchases this year). According to the surveyors, this might indicate that consumers saw a larger selection of stainless steel men’s pieces they liked in stores, or the cost of gold jewelry was just too high.
Yellow gold was the second most preferred metal for fine jewelry and watch gifts. However, sales were down 14 percent (compared with 30 percent in 2007 and 22 percent in planned purchases this year).
Father’s Day gift purchases were down overall this year, according the study, with 22 percent of consumers purchasing clothing, the No. 1 gift.
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