The 585*GOLDEN jewelry company conducted a study and found out how the average receipt for jewelry in Russian cities correlates with their population.
The study is based on statistical data on the entire network, represented in 80 regions of the country.
The comparative analysis took into account sales in million-plus cities (from 500,000 to 1 million inhabitants), large cities (from 200,000 to 500,000), large towns (from 100,000 to 200,000), medium towns (from 50,000 to 100,000), and small towns (less than 50,000).
The smallest average receipt for jewelry was recorded in small towns. It was 5% - 7% lower than average across the entire network. The highest receipt was observed in large towns and large cities (from 100,000 to 500,000 inhabitants). It amounted to 10,431 rubles per purchase in the group of 24-45-year-old customers and 10,902 rubles in the 45-64-year-old group.
For comparison, in million-plus cities, the indicators in the same groups were 3% and 6% lower, respectively.
Men aged 45-64 from cities with 200,000 - 500,000 inhabitants spend the most on buying jewelry. Their average receipt, including women's jewelry as a gift, was 12,446 rubles.
Large towns and large cities together accounted for 40% of the total volume of jewelry sold, while million-plus cities accounted for 27%. Medium and small cities each accounted for 15% of the network's sales, while the largest cities (from 500,000 to 1 million inhabitants) only recorded 9% of total volume.
Alex Shishlo for Rough&Polished
