Jewelry isn’t just an accessory. It’s a symbol of life’s most cherished moments. But what if you could predict when those moments will happen—and reach customers right as they’re ready to buy?
New research from Amazon Advertising sheds light on exactly that, showing how major life events change the way people spend their money and their time. For jewelers, these insights are invaluable. Let’s break down the research and explore how you can use it to connect with shoppers at the perfect moment.
Life events change how people spend money
Amazon’s research confirms what many retailers have long suspected: when people go through major life events—graduations, engagements, anniversaries, and birthdays—they spend more.
According to the study: 68% of consumers say their current life event has influenced the way they spend their money. But it’s not just the amount of money spent that changes. The timing and the types of purchases also shift dramatically—even a buyer’s values.
For example, engaged shoppers aren’t just buying a ring; they’re also investing in wedding bands, gifts for their bridal party, and anniversary presents down the line. Likewise, a recent graduate may be looking for a meaningful first-time investment piece, such as a quality watch or necklace.
For jewelers, this means one thing: you need to be visible when these moments happen. If you’re only marketing generically throughout the year, you could be missing out on some of the biggest sales opportunities.
Life events change how people spend their time
Beyond spending habits, life events also shift how consumers research and shop. The study shows that shoppers navigating big moments in life dedicate more time to finding the perfect purchase.
Key findings include:
- 67% of consumers say their current life event has influenced the way they spend their time.
- 6 in 10 consumers say they are more likely to spend time researching products.
- 6 in 10 consumers say they rely more on online sources (such as search, reviews, and retail websites) due to a life event.
- 5 in 10 consumers say they rely more on advertisements due to a life event.
This means they’re looking at more options, reading reviews, and engaging with retailers who offer helpful, personalized experiences.
For jewelers, this reinforces the importance of client follow-up and personalized outreach. If someone has shown interest in an engagement ring but hasn’t purchased it, a well-timed message can be the nudge they need. If a past customer is approaching an anniversary, a gentle reminder about their partner’s favorite styles can help them make the perfect choice.
Four ways jewelers can tap into life events
1. Use wishlists to identify future buyers
Many shoppers browse long before they buy, especially younger consumers. In fact, the research shows that 28% of consumers aged 18-29 prefer it when retailers have a wishlist option. This means jewelers can use wishlists as a powerful tool to track customer interests and follow up at the right time.
With Clientbook, jewelers can see what customers are interested in and reach out when those products become relevant—whether it’s time for a proposal, a graduation, or an anniversary. By keeping an eye on wishlists, you can personalize recommendations and make the buying decision easier for your customers.
2. Set up automated reminders for key dates
Life gets busy, and shoppers often need a reminder when an important date is approaching. With Clientbook, jewelers can set up automated reminders for birthdays, anniversaries, and other major milestones.
Instead of waiting for customers to come to you in a panic, you can proactively reach out with thoughtful suggestions—whether that’s a timeless necklace for an anniversary or a custom-engraved bracelet for graduation. This level of service builds loyalty and makes customers more likely to return for future purchases.
3. Personalized messaging = higher sales
Consumers are more likely to purchase from a retailer who remembers their preferences. In fact, research suggests that 91% of shoppers say they prefer brands that offer tailored recommendations.
With Clientbook, you can send personalized text messages that feel thoughtful and relevant, not generic. If a customer has been eyeing a particular engagement ring, a message about a special financing offer or a limited-time discount could be exactly what they need to finalize their decision. The same applies to anniversaries and birthdays—imagine the impact of sending a curated selection of pieces based on a customer’s past purchases.
4. Recommend the right brands for each occasion
When a customer is shopping for an engagement ring, a luxury watch, or a birthstone necklace, they’re often overwhelmed by choices.
Clientbook’s branded product recommendation tools ensure that your sales team always knows what to suggest based on the customer’s preferences and past purchases. Whether it’s guiding an engagement shopper toward a specific designer or suggesting a collection that aligns with their budget, this feature helps streamline the decision-making process and build trust with customers.
Stay ahead of the moments that matter
The data is clear: consumers don’t just buy jewelry randomly—they buy it to mark the most meaningful moments in their lives. By using tools like Clientbook to track customer milestones, automate reminders, and personalize outreach, you can ensure that your store is top of mind exactly when they’re ready to purchase.
Don’t miss the chance to be there for your customers’ biggest milestones. See how Clientbook helps jewelers turn life events into lasting customer relationships. Schedule your demo today.
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