Centurion 2021 Holiday Sales Success Index, Total Season Sales

The Centurion 2021 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 2021 holiday season, compared to your holiday business in 2020?

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. How did your total holiday business meet your own expectations?

Better than I expected

About what I expected

Disappointing; not what I anticipated

Other (please specify)

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)

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* 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)

Gift purchase

Self-purchase (i.e. a gift for me)

Other (please specify)

Question Title

* 7. How would you rate your TOTAL YEAR BUSINESS for 2021, compared to 2020?

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.

Seeking classic design

Seeking fashion-focused design

Seeking estate or custom pieces

Seeking brands

Higher average ticket

Lower average ticket

More concern/questions about sustainability or ethical sourcing

More questions about lab-grown vs. natural diamonds

Emotion/meaning of piece mattered more

Other (please specify)

Question Title

* 1. How was business for the entire 2021 holiday season, compared to your holiday business in 2020?

Question Title

* 2. 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 2021, compared to 2020?

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.

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