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Industry analysis predicts consumers will spend more this Christmas than last year
Industry analysis predicts consumers will spend more this Christmas than last year

Aussies expected to spend big at Christmas

In good news for retailers, two industry bodies predict that 2014 Christmas sales will top last year’s figures while a number of jewellery suppliers have announced promotions that aim to improve business over the festive season.

Research from the National Retail Association has predicted that consumers will spend more than $43 billion across all retail categories in the lead up to Christmas Day – 5 per cent higher than the $40.7 billion in sales recorded in 2013.

A forecast prepared by the Australian Retailers Association (ARA) in conjunction with Roy Morgan Research showed similarly positive estimates, with ARA executive director Russell Zimmerman saying that $45 billion – a 4.3 per cent increase in retail sales from 2013 – would be spent between 15 November and 24 December.

When asked how he expected the jewellery sector to perform during the upcoming Christmas trading period, Zimmerman told Jeweller that the apparel and personal accessories segment, which jewellery is categorised under, was forecast to have a “tough year” with a slight sales decrease of 0.2 per cent.

He noted, however, that the sector comprised products such as footwear and clothing that could be driven by factors like the weather, whereas jewellery sales were “far more consistent”.

“It’s very difficult to determine how the jewellery segment, specifically, will trade but we’re seeing consumer confidence slowly returning to the levels where they should be at, and I believe this Christmas trading period will prove more successful than those we’ve experienced over the past five years,” he said.

Jewellery supplier promotions
Jewellers arguably would be wise to leverage these positive predictions. With product promotions having long been a tried-and-true way of encouraging increased consumer spending, Jeweller has listed below some of the jewellery suppliers that are providing special offers and other forms of assistance to retailers during the 2014 Christmas trading period.



Designa Accessories, in conjunction with its retail stockists of Guess watches and jewellery, is offering customers a free gift of either an animal printed ladies purse or a men’s brown journal with the purchase of any watch from the Guess range.



For the month of December, customers that spend $200 or more on Kagi jewellery will receive a free pair of “luxe” huggie earrings valued at $50.


Nikki Lissoni

Local distributor Duraflex Group Australia has developed a competition for retailers to use in store. Customers that purchase any Nikki Lissoni product will be given the chance to go in a draw to win Nikki Lissoni jewellery to the value of $250 as well as an accompanying jewellery box.



Customers that spend $150 or more on Pandora jewellery until Sunday 7 December will receive a porcelain Christmas sleigh ornament.

The brand is also offering a limited edition jewellery gift set normally valued at $157 for $119. The set includes a sterling silver necklace with pavé heart pendant and a matching set of stud earrings.

Both offers are only available at participating stores while stocks last.



Pastiche has produced a fold-out catalogue to assist retailers in selling its Christmas collection, which has been described by the supplier as being a combination of brand favourites and best-selling products. The catalogue, designed to be a helpful tool for retail staff, incorporates a Christmas wish list on the back to encourage consumers to start their gift planning in store.


Thomas Sabo

With all purchases of the pictured 925 sterling silver charm bracelet from Thomas Sabo – distributed by Duraflex Group Australia – customers will receive a free cloverleaf charm, also in sterling silver.



Customers that spend $250 or more on Uberkate jewellery – either online or in store – will receive an adjustable, sterling silver ring with an embossed letter of their choice. The promotion is in celebration of the recent launch of the brand’s Your Script laser engraving service. The limited edition letter ring is valued at $49 and is available while stocks last.


Worth & Douglas

Worth & Douglas has added a new piece to its The Hobbit jewellery collection. The oxidised silver Smaug the Magnificent Dragon pendant comes with a braided leather cord and an official collector’s jewellery box.

The addition commemorates the conclusion of the film trilogy with the upcoming release of The Hobbit: The Battle of the Five Armies, and all purchases of the pendant will be accompanied by a complimentary A2 poster of the upcoming film.

More reading
Thomas Sabo creates Xmas buzz with debut TV ad
Uberkate ups the ante in personalised jewellery

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