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.
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.
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.
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.
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.
Find relevant content to accelerate your ecommerce business. Stay on top of industry trends and best practices.
If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.