The Jewelry Consumer Opinion Council (JCOC), the consumer research division of MVI Marketing Ltd., announced the results of its annual Black Friday Sale study conducted recently.

While the results showed a similar pattern from last year, a few new changes were to be seen. Firstly, more panelists said they purchased fine jewellery and/or watches over the long Thanksgiving weekend, which included Black Friday and Cyber Monday. Second difference was the increase in online shopping. As compared to last year’s seven percent, this year 41 percent of the panelists purchased online.

During the survey around 58 percent selected none, 18 percent were unsure, 12 percent selected only one and 8 percent said two in response to the number of jewels and/or watch gifts on their list Furthermore, In their replies on jewellery or watches not being on their list, 40 percent panelists did not have the budget, 18 percent said no one had requested jewellery or waches and 11 percent accredited this year’s economic turndown to not spending money on fine jewellery. I am not sure yet, 12 percent replied only one, and 8 percent said two. To further clarify, when asked why they don't have jewelry or watches on their list, the top responses were: 40 percent did not have a budget for fine jewelry, 18 percent said no one had requested jewelry or watches and 11 percent said With the economic turn down this year, I don't feel right spending money on fine jewelry.The report is available for free on the company’s website.