A growing number of US consumers are shopping for jewellery and watches online, with convenience and product variety driving the trend, a new survey has found.

The findings, released earlier this week, come from The Plumb Club’s 2025 Industry and Market Insights report. Conducted in partnership with Paola De Luca and research firm Qualtrics, the study surveyed more than 2,000 consumers across the US between the ages of 25 and 60. The Plumb Club is publishing partial results ahead of the full presentation at the JCK Las Vegas show on June 7.

Some 62% of respondents said they had purchased jewellery online, while 50% reported buying watches on digital platforms — a 4% increase compared to 2023. Convenience was the top reason participants cited for shopping online, at 63%, while 50% pointed to having access to more product options, up 7% from the previous survey.

Budgets for online jewellery and watch purchases also increased, with the average spend rising 22% to $1,652. When asked where they preferred to browse and buy, 34% said brand websites, and 26% chose independent local jeweller websites.

Social media has also become a growing channel for jewellery purchases. Some 44% of consumers reported buying through social platforms — a 4% year-on-year increase — with Facebook, Instagram and TikTok leading the way. Among those, 63% purchased via Facebook, 43% Instagram and 32% TikTok. In total, 77% of social media buyers said ads seen on various platforms influenced them.

The researchers conducted the study among consumers who had attended some level of college and reported household incomes of at least $75,000.

Image: A diamond ring. (Shutterstock)

Courtesy: Rapaport