Jewellery retailers hoping Valentine’s Day will have given a boost to their sales this month could be disappointed. More and more couples are choosing to buy high price jewellery gifts earlier to make the most of key sales days such as Black Friday or Boxing Day. Our data showed that customers in relationships took particular advantage of sales in December in order to purchase gifts, spending £100 more on average per order for large purchases.

January actually saw a return to normal for sales in jewellery indicating that those buying high price items such as engagement rings in preparation for Valentine’s Day may have planned ahead. This is why it’s so important to convert as many browsers into buyers as possible at this time of year, making the most of those shoppers who opt to buy the perfect ring together or an item of jewellery for their other half. Giving shoppers the option to spread the cost of these higher priced items could result in more sales. 

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