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Direct from JCK Las Vegas: Multi-Generational Shopping Habits Retailers Need To Know

Direct from JCK Las Vegas: Multi-Generational Shopping Habits Retailers Need To Know

This week, Jennifer traveled to Las Vegas for the JCK show. JCK is a jewelry industry event for retailers, designers, suppliers and brands; many of the challenges fine jewelers face are similar to those other industries are experiencing. For that reason, we’re sharing the highlights from a panel discussion Jennifer participated in, along with Scott Lachut of PFSK and author and columnist Deep Patel.

Multi-Generational Shopping Habits – Highlights & Insights

Gen Z & Millennials are NOT the same!

Taken together, Millennials and Gen Z represent nearly half of the buying public. Yet the two generations are very different from each other. Millennials derive enjoyment from shopping in physical spaces, and expect an in-store shopping experience to add value to their overall interaction with the brand. For Gen Z, the shopping experience isn’t as vital as the amount of feedback they get from their peers when they post a picture of their purchase to social media.

Everybody is Influenced – But Different Generations Listen to Different Voices

Baby Boomers and Gen X make purchasing decisions based on what they hear from trusted friends and family members – especially if those individuals have relevant experience. Celebrities are also powerful influencers for Baby Boomers and Gen X. Millennials appreciate celebrities as well, while Gen Z has embraced the “micro-celebrity”: most often top YouTubers or Instagrammers.

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Business As Usual Really Isn’t Working

91% of women buy jewelry for themselves, but many women dislike shopping in traditional jewelry stores. The atmosphere is often intimidating, with a focus on colorless bridal jewelry and too many men present for comfortable browsing. Changing retail to meet the needs of today’s customers will address these issues but will also need to integrate tech to facilitate a higher level of personalized service. For example, the gift recommendations that used to be made in person can now be discussed over text – great news for Gen Z shoppers who prefer to keep in person interaction to a minimum.

Customers Use Search & Social To Find Brands & Retailers

Almost two-thirds of the customer’s journey takes place in digital spaces. Instagram and Pinterest are top traffic sources for jewelry brands, and it’s important to note that luxury brands consistently outperform all other brands on these platforms. That’s because people spend time on Instagram and Pinterest looking for the lifestyle they’d like to have: brands and retailers must strategically share images that feed into that dream.

It is important to prioritize optimizing for local search because three-quarters of shoppers search for stores near them. They want to know what’s in stock and pricing information. Retailers who provide this information accurately outperform those that don’t. That being said, make sure your digital presence entertains and informs: if your website & social media posts are too sales oriented, customers – especially members of Gen Z – will be turned off.

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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