The analytical center of the jewelry chain 585*GOLDEN investigated the statistics of summer sales in the resort cities of Russia and found out how much customers spent on jewelry on average and which models were popular.
Jewelry sales reflect seasonality – they traditionally grow before holidays, during major discounts, as well as during the holiday season, because during summer holidays many people plan a marriage proposal, plus people are more inclined to spontaneous shopping on a trip.
In the ranking of cities with the highest indicators of seasonal demand for jewelry were the resorts of the Krasnodar Territory: Gelendzhik (sales growth compared to winter +314.6%), Anapa (+196.9%), Tuapse (+168.4%), Yeysk (+173%), Sochi (+153.8%), Novorossiysk (+128.4%), Temryuk (+114.9%).
There is a noticeable increase in demand in the Republic of Dagestan: Derbent (+105.6%) and Kaspiysk (+103.3%). Sales increase was recorded in Gorno-Altaysk (+173.4%), Kyzyl (+116.6%), Simferopol (+115.7%), Kaliningrad (+109.3%), Taganrog (+93.9%) and Nakhodka (+93.6%).
The highest average receipt for jewelry purchases was registered in Taganrog and amounted to 14,022 rubles, the lowest value was recorded in Gorno-Altaysk at 10,152 rubles. The rest of the cities showed intermediate values.
As noted in the jewelry chain, the experience of communicating with customers in resort towns shows that often the motive for buying jewelry is the desire of clients to bring memorable gifts from vacation to themselves and loved ones.
The rating of the most popular models among buyers included a single stud earring with diamond and cubic zirconia, paired earrings with diamonds and topaz, braided gold bracelets "Triple Diamond" with diamond facet and "Nonna", as well as gold chains of "Bismarck" and "Shell" weavings.
Separately, analysts noted a high share of sales of wedding rings that stood at 42.7% of the total number of purchases.
Alex Shishlo for Rough&Polished
