越來越多的美國消費者開始在網上購買珠寶和手錶，這一趨勢的推動因素是便利性和更豐富的產品選擇，最近的一項調查顯示。 本週發布的調查結果來自《Plumb Club》的2025年產業和市場調查報告，該報告與Paola De Luca及研究公司Qualtrics合作進行。該研究對2000多名年齡在25到60歲之間的美國消費者進行了調查。部分結果將在6月7日的JCK拉斯維加斯展會上公佈。
調查顯示，62%的受訪者表示曾在網路上購買珠寶，50%的人在電子平台上購買了手錶，比2023年成長了4%。便利性是參與者提到的主要線上購物原因，63%的人表示這樣，而50%的人認為可以獲得更多的產品選擇，較上次調查增加了7%。 線上珠寶和手錶購買的預算也有所增加，平均消費上漲了22%，達到1652美元。當被問及他們的購物偏好時，34%的人選擇了品牌網站，26%的人選擇了獨立的當地珠寶商網站。
社群媒體也已成為珠寶購買的一個重要管道，44%的消費者報告透過這些平台購買，比去年增加了4%。其中，Facebook、Instagram和TikTok最受歡迎，63%的社群媒體買家透過Facebook購買，43%透過Instagram，32%在TikTok上購買。此外，77%的社群媒體購物者表示，看到的廣告影響了他們的購買決策。 該研究的對象為受過一定教育且家庭收入至少為75,000美元的消費者。
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A rising number of US consumers are turning to online shopping for jewellery and watches, driven by convenience and a wider variety of products.
The findings, released this week in The Plumb Club’s 2025 Industry and Market Insights report, were developed in collaboration with Paola De Luca and research firm Qualtrics. The study surveyed over 2,000 US consumers aged 25 to 60. Partial results will be shared ahead of the full presentation at the JCK Las Vegas show on June 7.
According to the survey, 62% of respondents reported purchasing jewellery online, while 50% bought watches through digital platforms—a 4% increase from 2023. Convenience was the primary reason for online shopping, cited by 63% of participants, while 50% appreciated the greater variety of options, marking a 7% rise from the previous survey.
Budgets for online jewellery and watch purchases have also increased, with the average spending rising by 22% to $1,652. When asked about their preferred shopping channels, 34% favored brand websites, while 26% opted for independent local jewellery websites.
Social media has emerged as a significant channel for jewellery purchases, with 44% of consumers reporting buys through these platforms—up 4% from last year. Facebook, Instagram, and TikTok were the most popular, with 63% of social media buyers purchasing via Facebook, 43% through Instagram, and 32% on TikTok. Additionally, 77% of social media shoppers indicated that ads on these platforms influenced their decisions.The study focused on consumers who have attended some college and reported household incomes of at least $75,000.
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