The Centurion 2014 holiday sales success index: luxury jewelers continue strong into season.
No Grinch here! The first full week of the 2014 holiday shopping season was a good one for luxury jewelers. More than one third of respondents to the Centurion Holiday Sales Success Index for the week of December 1 through 7 reported sales gains of more than 10% over last year’s figures for the same time pattern. In total, more than 60% of respondents posted gains for the week: 17% were up slightly and 7% up moderately, as well as the 35% who were up significantly.
“We had a tremendous week of business, which was reminiscent of the ‘good old days!’ Rolex and Roberto Coin were both strong sellers, but we also sold from a variety of other categories as well. Just what the doctor ordered!” wrote one respondent. Another cited a Le Vian trunk show.
“Big diamonds were a hit! Both pendants and rings,” said another.
23% said sales were down this year compared to the same period last year, and 17% said they were even. “Lots of tire kickers, no excitement yet. Customers [are] looking at bigger diamonds; if they come back this week it will be a great week.”
Most noteworthy is that the number of jewelers who said social media is the most successful vehicle in building traffic and sales has surpassed the number of those who cited traditional media. Half of all respondents pointed to it as instrumental in their success.
