Holiday Time is Peak Jewelry Buying Season According to Local Search Association Research

31.5 million annual references led by married men

Nov 16, 2011, 14:38 ET from Local Search Association

BERKELEY HEIGHTS, N.J., Nov. 16, 2011 /PRNewswire/ -- Americans nationwide looking to buy the perfect gift for a loved one will turn to Yellow Pages search tools in record numbers this holiday season to find a local jeweler. More than 31 million searches are made for "jewelers" in print and Internet Yellow Pages each year, with the highest number of lookups occurring in November according to the Local Media Tracking Study, conducted by Burke for the Local Search Association.

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"Our annual research continues to show a huge spike in jewelry searches leading into the holiday season, with around 5 million occurring in the month of November," said Natalie Wuchenich, director of research at the Local Search Association, "It looks like a lot of lucky people are getting great gifts for the holidays."

Married Men Drive Annual References

Association research shows men continue to drive searches for jewelers in print and online Yellow Pages directories, comprising more than 60 percent of searchers. Of the 31 million annual searches, more than 70 percent are made by those that are married.

Consumers Rely on Yellow Pages to Help Make a Purchase Decision

Prior to opening print Yellow Pages, nearly half of U.S. consumers (48.1 percent) had a decision to make, meaning they had no jewelers or multiple jewelers in mind. Nearly three out of four consumers searching for jewelers (73.1 percent) look at multiple ads, turning to an average of 7.4 before making a purchase decision. This is significantly higher than the 4.7 ads referenced in the average Yellow Pages search. Consumers, on average, spend $227 following their "jewelers" search.

"With the holiday season approaching, it's no surprise men have jewelry in mind for that special someone," said Amanda Gizzi, spokesperson for Jewelers of America (JA). "Yellow Pages print and online tools continue to be important assets for our members, especially during the holidays when consumers are looking for a reputable jeweler."

Jewelers of America Advises Consumers to Seek a Jeweler They Trust

In addition to consulting sources like the Yellow Pages, JA encourages consumers looking for a reputable jeweler to check with their local Chamber of Commerce or Better Business Bureau, or to ask a friend for a recommendation. It's also important to seek a jeweler with credentials. Consumers should look for a jeweler who is affiliated with a professional trade association, such as Jewelers of America, that holds their members to high ethical standards and provides them with ongoing education.

About the Local Search Association

Formerly the Yellow Pages Association, the Local Search Association ( is the largest trade organization of print, digital, mobile and social media that help local businesses get found and selected by ready-to-buy consumers.  Association members include U.S. and international Yellow Pages companies, search engine marketers, online listings and review sites, digital advertising agencies and mobile search providers. The Association has members in 29 countries.

Read the Local Search Association blog at and follow @LocalSearchAssn on Twitter. To learn more about Yellow Pages advertising, visit To choose which phone books you receive, or stop delivery of all directories, visit

About Jewelers of America

Jewelers of America (JA) is the national trade association for businesses serving the fine jewelry retail marketplace, with the primary purpose of improving consumer confidence in the jewelry industry. JA's consumer education arm, Jewelry Information Center (JIC), provides public relations and marketing services on behalf of the fine jewelry and watch industry. JIC's website,, is the online source for fine jewelry and watch information, trends and shopping tips. Visit and for more information.


Stefan Embry

SOURCE Local Search Association