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US Watch and jewelry sales remain steady in March, overall increase of 0.4 percent

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US Watch and jewelry sales remained steady in March, with a slight overall increase of 0.4 per cent, according to the latest US Department of Commerce figures. Jewelry sales rose slightly, while

Watch and jewelry sales in the US remained steady in March, with a slight overall increase of 0.4 per cent, according to the latest US Department of Commerce figures. Jewelry sales rose slightly, while watch sales dipped, as consumers opted for higher-priced items, but bought fewer of them.

In February overall sales increased by just 0.2 per cent and in January they fell by 1.0 per cent

The US government’s BEA (Bureau of Economic Analysis) reported a 0.7 per cent increase in consumer spending in March, the biggest increase for two years, but said it was largely driven by a rush to buy cars before US reciprocal tariffs forced prices up.

Watch and jewelry sales have been characterized by very modest increases in recent months, following on from a year of sustained growth – 10 per cent or more in some months – as shown below.

Reciprocal US tariffs – announced in April, then paused until July – will almost certainly hit sales, as producers forced to either absorb the costs or pass them on to consumers.

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US Consumers Are Cutting Back Sharply On Discretionary Items Like Jewellery

McKinsey’s findings indicate : 43% of US consumers plan to spend less on jewelry this holiday season, while 39% expect to spend the same, and only 18% plan to spend more. This yields a net spending intent of -25%.

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According to McKinsey & Company’s latest consumer sentiment research (surveyed July 29–August 5), US holiday budgets remain stable, but consumers are cutting back sharply on discretionary items like jewelry.

  • Jewellery Spending Pullback: 43% of US consumers plan to spend less on jewelry this holiday season, while 39% expect to spend the same, and only 18% plan to spend more. This yields a net spending intent of -25%.
  • High Category Risk: Accessories (-30%) and home decor (-32%) recorded the lowest net spending intent across 22 discretionary categories.
  • Overall Holiday Budgets: Across all categories, 47% of consumers plan to match last year’s spending, 23% plan to spend more, and 21% plan to spend less.
  • Bright Spots & Demographics: Gen Z consumers show higher planned spending on jewelry and accessories relative to older generations.

 Bain & Company forecasts

  • Total US holiday sales to rise 4.5% year-over-year to a record $1.016 trillion.
  • In-store sales are projected to grow 2.5%, while non-store (e-commerce) sales are expected to jump 9%.
  • Half of this nominal growth is driven by inflation rather than unit volume.

While macro retail figures point to growth, McKinsey’s findings indicate jewelry retailers face an intense battle for market share against apparel, electronics, and travel. Success will depend on capturing a increasingly selective consumer base.

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