U.S. Jewelry Sales Keep Growing As Demand Shifts to Higher Price Points
U.S. jewelry retailers
continued to post sales gains in September despite weakening consumer sentiment
and broader concerns about the economy, according to monthly data from the
Tenoris analytics firm.
Tenoris analyst Edahn
Golan reported Oct. 7 that revenue at U.S. specialty jewelers increased 5.7%
year over year in September, marking nearly two years of uninterrupted monthly
growth. Year to date, specialty jewelry revenue is up 8.5%.
Golan’s data suggests,
however, that the industry’s growth remains increasingly concentrated at higher
price points. He reported that average spending per item rose 11% in September,
while unit demand continued to weaken, particularly for lower-priced merchandise.
Sales of lower-priced
jewelry declined 11% at specialty jewelers, even as revenue continued to rise.
Diamond sales followed
a similar pattern. After an extended growth streak, sales of finished diamond
jewelry slipped 0.6% in September, while total natural-diamond jewelry sales,
including loose stones, declined 1%. At the same time, consumers who purchased
diamond jewelry spent more, with average spending per stone increasing 11%,
Golan said.
Lab-grown diamond
jewelry continued to outperform natural stones, with demand rising nearly 26%
year over year. However, revenue from loose lab-grown diamonds declined for the
fifth consecutive month as falling prices continued to weigh on sales despite growing
unit demand.
Tenoris’ data from
jewelry stores stood in contrast to broader luxury spending trends. Reuters
reported Oct. 6 that an analysis of credit card data by Citi found that U.S.
luxury purchases fell 6% in September following 4% declines in both July and
August. Citi said spending on watches and luxury jewelry weakened further
during the month, although demand from affluent consumers remained relatively
resilient.
Taken together, the
reports suggest that while jewelry sales remain healthier than many other
luxury categories, growth is increasingly dependent on a smaller pool of
consumers purchasing higher-priced merchandise. Golan described the trend as
revenue gains masking softer unit demand, making inventory planning and pricing
strategy more important for retailers.
“Whether described as
a K-shaped economy, market bifurcation, or a shift in the composition of
consumer spending, the data point to a jewelry market increasingly divided by
price point,” Golan said.
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