The Most Popular Piece of Jewelry on Amazon–Hint, It’s Not a Diamond Ring

When it comes to self-expression, it’s hard to think of anything more tried and true than wearing jewelry. Carved shell beads estimated to be between 90,000 and 100,000 years old are the oldest known pieces of jewelry made by human beings, making jewelry one of the oldest types of archaeological artifacts in existence.

It’s no wonder, then, that jewelry has remained a consistently powerful and lucrative industry. Specific trends may change over time, but the desire to express yourself by wearing jewelry isn’t going anywhere.

To celebrate National Jewel Day, which falls on March 13th every year, we decided to do a deep dive into online demand for jewelry: Which types of jewelry are the most popular online? When do people do the most online shopping for jewelry? Which holidays drive the most demand? And how has the COVID-19 pandemic changed the way we shop for jewelry?

To find out the answer to these questions and more, our data science team analyzed market demand for gems, jewels, and jewelry on Amazon over the past few years.

Which types of jewelry were the most popular in 2021?

We started by examining total market demand in all of 2021 for different types of jewelry. Here’s how demand for the top four most popular types compared to one another:

Note, these percentages do not represent the percent of overall total demand, but are simply comparing the total demand distributed among these four primary jewelry types.

Of these four primary types of jewelry, earrings were the most popular, making up 41% of the combined demand among these top four.

Rings were also quite popular, though, earning more demand than necklaces and bracelets combined.

Next we examined different types of gems and jewels.

Rose quartz was the most in-demand gemstone on this list, seeing an impressive 88% more demand than second place amethyst.

Diamonds, which you might expect to top such a list, came in third. This may be the result of weaning demand or a simple indicator that consumers are far more likely to turn to jewelry stores when shopping for diamonds.

Finally, we combined terms from both of the above charts and examined hundreds of types of jewelry. Here are the top 25 in terms of total demand in 2021:

Based on our previous charts you might assume that a type of diamond earring might be the most popular item on this chart, but pearl necklaces were far and away the most popular type of jewelry, earning far more demand than the second most popular item: rose quartz necklaces.

The next five most popular items were all rings: moonstone, opal, diamond, emerald, and turquoise.

Interestingly, while earrings are the most popular type of jewelry, earrings with jewels in them are decidedly out. The only specific type of earring on this list were pearl earrings, just barely cracking the top 25.

When is market demand highest for jewelry?

Next, we examined jewelry as a general term to see when demand was highest throughout the year:

We see the first bump in demand for jewelry take place around Valentine’s Day, but it’s actually Mother’s Day that brings the first real surge, with demand rising by 30% during the week of May 2nd compared to the week prior.

Demand then drops significantly for the next several weeks until Amazon Prime Day brings yet another significant spike before a more steady decrease throughout the rest of the year until the holiday shopping season brings a significant and sustained surge in demand.

Here’s a look at how the year impacted demand for different types of jewelry:

Beginning with the start of the year, necklaces got the biggest bump during Valentine’s Day, but the holiday was surprisingly mellow for the items in our analysis. As for Mother’s Day, once again necklaces got the biggest bump with a 56% increase in demand, and this time only rings didn’t receive a bump during the holiday.

Prime Day, meanwhile, had a major impact on rings, with demand surging by a stunning 240%. Now, we worked hard to ensure that this analysis was capturing demand for rings as a type of jewelry, but some of this surge may be from a combination of interest in other types of rings (like the “ring” doorbell camera and “ring lights,” etc.).

Summertime is really big for earrings, while bracelets experienced a midsummer spike of their own.

November was particularly large for rings, while the holiday shopping season seems to benefit bracelets and necklaces more than earrings.

Impact of COVID-19 on market demand for jewelry

The charts in the previous section clearly showed how demand for jewelry looked throughout last year, but we next wanted to examine the past few years to see if the pandemic has had any long term effects on demand for luxuries like jewelry.

To find out, we compared monthly demand for some of our broader terms over the past few years.

We see that demand for jewelry was up in 2020 compared to 2019, but took a huge hit during the initial outbreak of the COVID-19 pandemic. Since we’re examining Amazon demand, this is clearly a reflection of shoppers tightening their purse strings as opposed to the impact of brick and mortar jewelry stores closing up during lockdown.

Despite this, however, 2020 did see demand both rebound and remain higher than pre-pandemic levels throughout the year until December.

Last year, meanwhile, saw demand stay much steadier throughout the year, and frequently at levels even higher than 2020, with major exceptions being the first two pre-pandemic months of 2020, Mother’s Day, and October.

Interestingly, December 2019 remains the highest single month out of any in the analysis, suggesting that the pandemic may have cooled demand for jewelry when it comes to shopping for gifts during the holidays.

Let’s take this same view for different types of jewelry.

Once again, we see a big drop in demand in the first month of the pandemic, although this time one that remains far more permanent. While 2020 did see demand rise during Mother’s Day, it’s remained far behind 2019’s levels all the way until November.

2021 saw demand surge to well beyond 2019 and 2020 levels during the summer months, but by September, it fell once again to below pre-pandemic levels.

It’s a very similar view for necklaces as well, with demand dropping in March of 2020, this time rebounding to at, or slightly above, 2019’s levels.

2021, meanwhile, experienced a much stronger spring and Mother’s Day, but saw demand drop below both previous years by August. And even as demand rose again in November and December, it still fell behind.

The pandemic appears to have had a major impact on demand for bracelets. 2019 saw demand rise steadily from February to May, and peak again during the back to school shopping season.

In 2020, however, demand dropped in March and remained far behind 2019’s levels, receiving only a slight bump during Mother’s Day and no real increase during the back to school shopping season.

2021 did receive a slightly larger increase in July and December than 2020, but once again demand failed to ever match pre-pandemic levels.

Rings all experienced huge spikes in demand during the month of Prime Day in each of the previous three years, with 2019 seeing the largest such spike.

Aside from those, we once again see an immediate early-pandemic drop in demand in March 2020, where it remained consistently below the previous year. And in 2021 we also see demand by and large remaining close to 2020 levels.

Taking these views into account, it’s clear that COVID-19 had an impact on market demand for jewelry, but not universally so. Some types of jewelry recovered quickly from an initial dip, while others struggled to recover at all.

A lesson for jewelry and fashion brands

Our analysis makes it clear that major holidays like Mother’s Day and the holiday season still significantly increase demand for jewelry of all shapes, sizes, colors, and value. We also saw that even the economic anxieties and two years of social distancing brought on by the COVID-19 pandemic weren’t enough to completely erase demand for certain types of jewelry.

Understanding the factors that influence consumer behavior can help brands better understand how to forecast demand for their products on online marketplaces, and even inform product design and marketing strategy.

If you’d like to learn more about how you can best leverage our data to help your brand win online, holiday or not, get an assessment today.

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Slowing Inflation is Music to Consumers’ Ears
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Slowing Inflation is Music to Consumers’ Ears

**Instrument Pricing Changes Tune Amid Record Inflation** Compared to 2022, consumers should expect to pay more for musical instruments, but the rate of inflation shows signs of slowing. **The backstory:** America’s most popular musical instruments saw a notable price increase in 2022 compared to 2021, but the rate of inflation eased in Q4 ’22. **Why it matters:** Slowing inflation within this product category could indicate economic pressures like increased demand, rising labor costs, and supply chain disruptions are easing across the consumer landscape. **What we’re seeing:** The average cost of musical instruments increased 7.5% from 2021 – 2022; however, when analyzing individual increases year over year, some instruments saw price increases as high as 21%. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-02Lwk" src="https://datawrapper.dwcdn.net/02Lwk/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones experienced a 21.73% increase compared to 2021 * Trumpets +20.08% * Flutes +18.6% * Recorders +16.13% * Saxophones +13.63% * Clarinets +10.55% * Drums +5.41% * Ukuleles +5.17% **However:** Inflation among these same instruments was significantly less in Q4 ’22 compared to Q4 ’21. In some cases, prices decreased from Q4 ’21 – Q4 ‘22: <iframe title="Price Change for Instruments — Q4 2022 vs. Q4 2021" aria-label="Bar Chart" id="datawrapper-chart-6X6GZ" src="https://datawrapper.dwcdn.net/6X6GZ/2/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="379" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * Trombones +11.23% * Flutes +10.41% * Saxophones +5.94% * Clarinets +5.59% * Trumpets +3.10% * Recorders +2.85% * Drums -2.59% * Ukuleles -8.46% **Moreover:** Certain instruments saw inflation reverse in 2022. On average, prices for melodicas, guitars, and violas saw their prices decrease by 4.41%, 3.19%, and 0.97%, respectively. <iframe title="YOY Price Change for Instruments — 2022 vs. 2021" aria-label="Bar Chart" id="datawrapper-chart-0Tefk" src="https://datawrapper.dwcdn.net/0Tefk/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="259" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Diving Deeper:** Inflation was more significant when comparing Q4 ’21 to Q4 ’20 than when comparing Q4 ’22 to Q4 ’21, indicating a slowing down of price increases for consumers. <iframe title="YOY Q4 Price Change for Instruments — 2020 – 2022" aria-label="Stacked Bars" id="datawrapper-chart-p6iqt" src="https://datawrapper.dwcdn.net/p6iqt/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="206" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * In Q4 ’21, average prices for all instruments were up 8.89% compared to Q4 ’20. * When comparing Q4 ’22 to Q4 ’21, the average price for all instruments only increased by 2.65%. **The takeaway:** While consumers should expect to pay higher prices for instruments this year, overall inflation impact within this product category appears to be slowing down. With National Ukulele Day coming up on February 2, now is a great time for ecommerce brands to take advantage of slowing economic worries and reach new consumers. * Want Pattern’s data science team to power your brand with consumer insights like these? Contact us to [request more information](https://pattern.com/contact-us/) today.

Slowing Inflation? What Musical Instrument Pricing Tells Us
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Slowing Inflation? What Musical Instrument Pricing Tells Us

It’s safe to say consumers and brands alike are eager for a change to the pattern of rising inflation, steadily increasing in many ecommerce categories . Pattern’s internal team’s data scientists analysis of instrument pricing shows a glimmer of hope that inflation may be slowing, which would be great news for brands selling online.

At Pattern, we’re interested in and monitoring trends and news related to pricing since price is a key factor in a brand’s profitability (as explained in the Ecommerce Equation). When brands are able to optimize their price, conversions, and traffic, they can optimize their profitability. And profitability leads to better allocation of resources, better brand control, and gives leaders the ability to expand their presence to new markets worldwide.

YoY Instrument Pricing Increased at a Slower Pace

When analyzing the pricing changes of instruments from 2021 to 2022, our teams found that prices increased, but at a slower rate than from 2020 to 2021.

As shown below, the year over year Q4 changes show quite a lower rate of increase.

Inflation Improvements Raise Profitability

Because inflation impacts online shopping behaviors, lower inflation can lead to better overall profitability for brands. This idea, of course, is nuanced, but Pattern’s Ecommerce Equation can help illustrate the general principle.

When inflation rises, consumers change their spending habits. Shoppers spend more time researching products, forego premium, higher-priced brands, and buy more in bulk. Brands tend to see a loss of loyalty as they’re forced to raise prices.

Price is a key variable in the Ecommerce Equation: price x conversion x traffic = profitability. As inflation lowers, brands can expect better performance in all of these areas—more traffic as spending habits return to normal, higher conversion from returning customers, and price that better fits consumer demand. As inflation lowers and these variables stabilize, brands will see profitability increase.

Raise Your Profitability with Pattern

As an ecommerce accelerator, Pattern is obsessed with gathering data that helps our brand partners succeed. We’ve created best-in-class technology, models, and analytics to understand changes on the horizon and inform our decisions. With an incredible team of data obsessed Pattern employees, we see what makes the difference in truly great ecommerce performance and apply those learnings for brand partners. 

Ready to improve your profitability? Contact us here.

Inflation hits LEGO, but lighter than you’d suspect
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Inflation hits LEGO, but lighter than you’d suspect

**Some sets get more expensive, while others become cheaper** In June 2022, LEGO announced it would be increasing the prices of their sets. Ever since, consumers anticipated their favorite plastic construction toy prices to increase [by as much as 25%](https://9to5toys.com/2022/06/02/lego-officially-confirms-price-increases-coming-to-most-sets-later-this-fall/). **Why it matters:** Consumers are feeling the sting of inflation in all areas of their lives, from groceries and gas to entertainment. With LEGO Day right around the corner (January 28th), fans may wonder whether it’s a good time to purchase a set. **What we’re seeing:** While inflation continues to ravage the economy, consumers are seeing a small reprieve when it comes to the pricing of LEGO sets. Despite the anticipated 25% price increase, average prices among the top LEGO sets only increased by 4.7% year over year when comparing Q4 2022 to Q4 2021. <iframe title="YOY Price Change for All LEGO Sets – 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-3gn9L" src="https://datawrapper.dwcdn.net/3gn9L/3/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="393" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> * During this same period, annual prices for some of the most popular LEGO sets were up as much as 23%. <iframe title="U.S. Price Change for LEGO Sets – Q4 22 vs. Q4 21" aria-label="Split Bars" id="datawrapper-chart-vh7B2" src="https://datawrapper.dwcdn.net/vh7B2/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="708" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **Yes, but:** Prices of other popular sets were down by as much as -12% during this same period. Depending on the kit, consumers might actually find some popular LEGO sets have gotten less expensive since 2021: * LEGO Star Wars Imperial Probe Droid was down -6% in Q4 2022 vs. Q4 2021 * LEGO Creator Tuk Tuk was down -7% * LEGO Star Wars Ultimate Millennium Falcon was down -10% * LEGO Ideas Tree House Business Kit was down -12% **However:** Even for the sets that experienced a price decrease, the decrease was less significant in Q4 2022 as set prices increased across the board following the June 2022 announcement. <iframe title="YOY Price Change for Individual LEGO Sets – 2022 vs. 2021" aria-label="Interactive line chart" id="datawrapper-chart-KjSXz" src="https://datawrapper.dwcdn.net/KjSXz/1/" scrolling="no" frameborder="0" style="width: 0; min-width: 100% !important; border: none;" height="400" data-external="1"></iframe><script type="text/javascript">!function(){"use strict";window.addEventListener("message",(function(e){if(void 0!==e.data["datawrapper-height"]){var t=document.querySelectorAll("iframe");for(var a in e.data["datawrapper-height"])for(var r=0;r<t.length;r++){if(t[r].contentWindow===e.source)t[r].style.height=e.data["datawrapper-height"][a]+"px"}}}))}(); </script> **The takeaway:** While prices didn’t increase as much as consumers anticipated, inflation still had an effect on the cost of LEGO sets. As ecommerce brands prepare for increased demand ahead of LEGO Day, they could increase customer interest in all sets by promoting the sets that have seen a price decrease. * Pattern’s data science team analyzes consumer demand on Amazon to understand how economic forces impact pricing and shopping behavior. If you’re interested in using insights like these to propel your ecommerce strategy forward, [contact our team today. ](https://pattern.com/contact-us/)