StrawPoll uncovers UK’s biggest jewellery spenders

Specialist media agency for premium brands, Cream, has launched a new survey of the UK’s most important jewellery consumers called StrawPoll.

The poll, which monitors a panel of 850 consumers and their spending, is a three-times-a-year study. It focuses on those who spend more than £100 per month on footwear, accessories, jewellery and clothes, vital to jewellery brands as they account for a third of the UK’s £48 billion sector, spend.

Of the 78 brands included in the survey, the top five for purchase intent were H&M, Lacoste, Monsoon, River Island and jewellery brand Tiffany for those spending £100-£150 a month.

Among StrawPoll panellists spending more than £200 a month, the top five by purchase intent were Burberry, Cartier, Diesel, Pandora and Tiffany, all of which include watches and jewellery within their ranges.

Critically for jewellery brands, however, the results of the first wave of StrawPoll also indicate missed opportunities for traditional retailers as they attempt to withstand the impact of the online specialists.

One area of missed opportunity is male-targeted shoppers. Male online shopping spikes for both 18-24-year-old men and 35-44-year-old men and big spending males are 37 per cent more likely to make their jewellery purchases online than to a shopping mall as they find shopping a ‘chore’.