Unity Marketing reports jewelry shopping who, what, where, how much
In a their recent study Jewelry Report 2004: The Who, What, Where, How Much and Why of Jewelry Shopping, Unity Market found that Wal-Mart retains its position as the nation's number one retailer of jewelry. The survey of nearly 600 recent jewelry buyers also found that the typical jewelry consumer is
a "twenty-something" to "fifty-something" woman with higher income. And these women are included in the half of American consumers who bought jewelry and/or watches in 2003. Also, despite Wal-Mart's success, about 20 percent of jewelry shoppers used non-store channels including the Internet, mail order or television to buy their jewelry.
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