Jewelry company 585*GOLDEN updated its client data and reported how the demand for jewelry changes with the age of buyers.
The retailer's customer base today includes more than 21 million people. 71% of them are women and 29% are men. The most active group consists of buyers aged 25-44 years - they account for 49.3% of the products sold.
According to the study, customers aged 45-64 years purchase 20.9% of products. At the same time, the highest average check is recorded in this age group at 9,863 rubles for women and 12,057 rubles for men.
The third place in the ranking is occupied by young people aged 18-24 years with 10.6% of sales, and elderly people aged 65+ account for only 3.2% of jewelry sold. 16% of buyers refrained from giving information about their age.
The structure of demand varies depending on the age of buyers, but in all age groups, the most in-demand product remains earrings made of precious metals, their share in the purchase portfolio is 24-27%. Among the male audience of the brand, this product accounts for 24.3% of sales.
Besides earrings, rings (21% of purchases) and bracelets (11%) are the most popular among young people aged 18-24. In the age groups of 25-44, 45-64 and 65+ year-olds there was an increase in demand for chains made of precious metals from 14% to 19%.
As for wedding rings, the highest demand for them was noted among consumers aged 18-24 and 25-44 years - 9% and 6% of the total number of purchases, respectively.
Interestingly, even at the age of 65+ the demand for wedding rings does not drop to zero, and amounts to 2%.
Alex Shishlo for Rough&Polished
