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Thursday, 19th January 2006 (5810 views)

Busy shoppers are increasingly likely to purchase gold jewellery and other high-end items online, recent figures suggest.

Last month in particular saw thousands of extra shoppers get online, taking advantage of the convenience of internet jewellery sites for some last minute holiday shopping, the National Jeweller reports.

There was a 22 per cent increase in the number of web users searching for terms such as "jewellery", "luxury goods" and "accessories" during December compared to the month before, figures from comScore Media Matrix show.

This was matched by increased traffic on many jewellers' websites.

RedEnvelope.com was notably popular, attracting some 2.4 million visitors last month, an increase of 62 per cent. Perennial favourite Tiffany & Co was also popular, almost doubling its traffic to hit two million visitors.

Burberry USA, whose website features items such a $424 gold evening watch, achieved an impressive 129 per cent rise in traffic, attracting 313,000 shoppers.

With online shopping establishing itself as commonplace in the jewellery sector, firms are having to adopt their own unique selling point to stay ahead of their competitors.

J.C. Penney and Co has found success with its Build A Ring web feature, which allows shoppers to customise their engagement ring with a personal choice of gold, stones and other finishes.

 

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