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Help Your Partner Retailers Sell More: Understanding Demographic Information

Help Your Partner Retailers Sell More: Understanding Demographic Information

This week, we’ve been talking to jewelry retailers about re-thinking the bridal jewelry marketplace with an increased emphasis on reaching out to the Baby Boomer generation, who have more disposable income and place a greater value on fine jewelry, than most Millennials. As a jewelry designer or brand, understanding the different generations’ circumstances and approach to jewelry is essential information for you, and for the retailers you depend upon to sell your jewelry.

Every community is different, and you cannot necessarily count on your partner retailers to have accurate demographic information about the locations they serve. Many times, retailers rely on their own impressions, based on living in the area or the observations they’ve made while operating the store. It is a good best practice to periodically review objective demographic information related to the communities your partner retailers are located in, in part to identify potential marketing opportunities.

Demographic changes can occur for many reasons. Aging happens everywhere, but the percentage of residents in each demographic group can vary wildly: some communities are grayer than others simply because people choose that location to retire. Immigration patterns have changed the demographics in some communities radically over the course of time; understanding who’s in the neighborhood matters.

For example, fully understanding the numbers of Hispanic customers who were within an hours’ drive of a partner retailer’s location prompted one brand to provide Spanish-language marketing materials; the resulting increase in traffic led to greater sales for the retailer and the brand.

Good sources of demographic information include,, and All are free to access and are updated fairly frequently. It’s great material to look at in support of your partner retailers, as well as when you’re searching for communities where you’d like to find a store to work with.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office