In America, the three holidays with the eminent percentage of gift giving are Christmas (96 percent), Mother’s Day (74 percent) and Valentine’s Day (70 percent), according to the National Retail Federation (NRF). These are also the three important selling seasons for the American jewelry industry.
Nearly 88 percent of total jewelry is purchased for use by the household which is buying jewelry and only about 12 percent of complete jewelry is purchased as a gift for person outside the household. Sadly, consumer expenditure on jewelry as a gift in the U.S. has been decreasing gradually over the past two decades. According to the U.S. Department of Commerce, total expenditure on jewelry as a gift has declined from 17.4 percent of total jewelry spending in 1984 to 11.5 percent of total jewelry spending in 2005. The fall in gifting of jewelry accompanies extensive trend among American consumers. In general, U.S. households are less generous compared to past.
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