Analysts of the jewelry chain 585*GOLDEN calculated how much customers spend on jewelry gifts to themselves on average in Russia.
The study took into account only purchases with the application of a personal discount for the client's birthday.
The average amount that the network's customers spend on jewelry gifts to themselves was 13,587 rubles. The most expensive purchases in this category were made in Moscow and Krasnoyarsk in the summer of 2023 – an average check of 16,300 rubles was recorded here. The smallest check was recorded in Ufa – 11,973 rubles.
Earrings with precious and semi-precious stones are in the greatest demand: their share in total sales is 25%.
In the same category, a purchase with the highest check for June-August 2023 was recorded: in Moscow: on her birthday, a client purchased gold earrings worth 274,950 rubles. The product is studded with six diamonds weighing up to 1 carat and a pavé of small diamonds.
The second place among the most popular jewelry gifts is occupied by necklaces and chains: their share in total sales was 19.2%. The third largest category was studded rings (17.3%).
The remaining positions in the ranking of the TOP 10 most popular gifts are occupied by pendants, bracelets, signet rings, piercing jewelry, brooches, wristwatches and tableware. The latter are included in the additional range of the jewelry chain.
Alex Shishlo for Rough&Polished
