JewelryEcomm Click Report: Engagement Ring Clicks Lead, But Lose Ground Between June and July
By Mike Hauben
JewelryEcomm.com’s exclusive new monthly report detailing what consumers are clicking in their efforts to find fine jewelry and diamonds online has a fresh update for the month of July 2019!
The report is based on clicks recorded from some 300 jewelry store web sites nationwide.
Looking at the Jewelry Category, Engagement Rings were still the largest attraction, but Semi-Mount Engagement Rings slipped from 40.3% of all clicks to 28.5%, while Complete Engagement Rings (sold with the center stone) jumped from 12% of all click to 15.2%. The combination of the two saw overall Engagement Ring jewelry clicks drop to 43.7% from 52.3%, an approximate 16% reduction.
After Engagement Rings, the next largest category, Rings, jumped to 13.4% of all clicks from 12.8%. Necklaces surged from 7.4% in June to 9.2% in July, passing Earrings, which jumped from 8.6% to 9%.
Bracelets moved from 5.1% to 6.4%, followed by Watches, climbing to 6.1%, Pendants dropped to 5.1% (down from 7.5% last month) and Charms were up slightly to 5% even.
July 2019 found Estate Jewelry dropped to well under 5% and didn’t show up on the chart of the click totals, according to the data, provided courtesy of GemFind.
1 to 1.25 Carats Leads in Loose
Loose diamond clicks for diamonds between 1 and 1.25 Carats, the leading category, dropped to 20% of all clicks from 22.3% last month.
12.1% of all loose diamond clicks were for loose diamonds in the 0.76 to 1.00 Carat range, vs. 13.5% last month, leaving 0.76 to 1.00 carats the second biggest category. 11.9% of all clicks were for stones between 0.51 and 0.75 Carats, up from 10.2% last month. Three Caraters and bigger held an impressive 10.2% share of clicks last month vs 10.8% in June.
9.2% of all diamond clicks came in for stones in the 1.26 to 1.50 carat range vs just 7.3% in July, while stones in the 1.51 to 1.75 Carat range dropped to 9% of clicks from 9.5% last month. Diamonds in the .26 to .50 Carat Range jumped substantially from 4.1% of clicks to 7.7%. Finally, Diamonds in the 2.01 to 2.25 Carat size moved down from 7.3% of clicks to 7.1%.
Diamond clicks for stones 1.76-2.00, 0.00-0.25; 2.51-3.00, and 2.26-2.50 carats all came in an under 5% of all clicks.