Centurion 2020 Holiday Sales Success Index, Total Season Sales

The Centurion 2020 Holiday Sales Success Index, Total Season Sales

Dear Prestige Jewelers,

Please help The Centurion with its total-season survey of business among better jewelers. Your participation helps to gauge the business for the high end of the jewelry industry. All answers are kept confidential and results reported only in the aggregate. Thank you again for your time and participation,

Warmest regards,

Howard Hauben, Centurion president

Question Title

* 1. How was business for the entire 2020 holiday season, compared to your holiday business last year?

Up significantly (+10% or more)

Up moderately (+6% - +10%)

Up slightly (+1% - +5%)

Even

Down slightly (-1% - -5%)

Down moderately (-6% - -10%)

Down significantly (-10% or more)

Other (please specify)

Question Title

* 2. In this most unusual year, how did your total holiday business meet your own expectations?

Question Title

* 3. What were your three best-selling categories for the holiday season?

Diamonds (any kind)

Watches

Colored gemstones

Silver

Pearls

Rings

Earrings

Necklaces

Bracelets

Designer brands

Other (please specify)

Question Title

* 4. What price points were strongest this season? Check as many as apply.

Under $500

$500 - $1500

$1501 - $2500

$2501 - $5000

$5001 - $7500

$7501 - $10,000

Over $10,000

Other (please specify)

Question Title

* 5. What was your single biggest sale of the season? (Dollar amount and product)

Question Title

* 6. Who were the majority of your customers this season? Check all that apply.

Mostly longtime regular good customers

Saw customers we hadn't seen in a while

Lots of new customers

Boomers (age 56+)

Gen-X (age 41-55)

Millennials (age 20 - 40)

Gen - Z (under age 20)

Question Title

* 7. How would you rate your TOTAL YEAR BUSINESS for 2020, compared to 2019?

Up significantly (10%+)

Up moderately (5% to 9%)

Up slightly (1% to 4%)

Even

Down slightly (1% to 4%)

Down moderately (4% to 9%)

Down significantly (10%+)

Question Title

* 8. Specifically around diamonds, which were your top three best-sellers?

Engagement rings

Stud earrings

Hoop earrings

Eternity bands

Fashion rings (non-bridal)

Other diamond earrings (non-stud, non-hoop)

Pendant necklaces

Riviere necklaces

Bracelets

Loose diamonds/semi-mounts/custom work

Estate pieces

Other (please specify)

Question Title

* 9. How would you characterize customers' shopping preferences this year? Check all that apply.

More preference for classic designs than other years

More preference for fashion-forward designs than other years

More preference for custom, unique, or estate pieces than other years

More brand-conscious

Less brand-conscious

More price sensitive

Less price sensitive

More concern about sustainability or ethical sourcing than other years

Less concern about sustainability or ethical issues; just want to feel good themselves

More discussion around lab-grown vs. natural diamonds

Question Title

* 1. How was business for the entire 2020 holiday season, compared to your holiday business last year?

Question Title

* 2. In this most unusual year, how did your total holiday business meet your own expectations?

Question Title

* 3. What were your three best-selling categories for the holiday season?

Question Title

* 4. What price points were strongest this season? Check as many as apply.

Question Title

* 5. What was your single biggest sale of the season? (Dollar amount and product)

Question Title

* 6. Who were the majority of your customers this season? Check all that apply.

Question Title

* 7. How would you rate your TOTAL YEAR BUSINESS for 2020, compared to 2019?

Question Title

* 8. Specifically around diamonds, which were your top three best-sellers?

Question Title

* 9. How would you characterize customers' shopping preferences this year? Check all that apply.

Question Title

* 10. Your store name (will be kept confidential)