The Silver Promotion Service (SPS) posted its third Annual Silver Jewelry Sales Survey, measuring silver jewelry sales performance during 2011. Among the findings, 77 percent of jewelry retailers observed a sales increase of silver jewelry during the year and, on average, silver jewelry sales represented 37 percent of unit volume and 27 percent by store dollar value. The price point range with the greatest amount of silver jewelry sales was under the $100 mark for 51 percent of those surveyed followed by the $100 to $500 category for 40 percent of retailers.
Specifically during the Christmas holiday period of 2011, the silver jewelry category gave 53 percent of retailers their best margins of all jewelry categories followed by 22 percent for diamond jewelry and 17 percent for bridal, according to the survey. (Read the entire executive summary.)
SPS’s director, Michael Barlerin, said, “The fact that this is the third year the survey has showed such results has long-term implications for the industry. With 93 percent of the retailers saying they are optimistic that the current sales boom will continue, their opinion reinforces what I have said at various industry events and meetings, a ‘sea change’ has definitely occurred for silver jewelry.”