Study: Shoppers search jewelers on Yellow Pages

A record number of holiday shoppers will turn to Yellow Pages search tools to find a local jeweler this season, according to a study conducted by Burke for the Local Search Association (LSA).

“Our annual research continues to show a huge spike in jewelry searches leading into the holiday season,” Natalie Wuchenich, director of research at the LSA, said.

Married men are the biggest drivers of annual references. More than 31 million searches are made for “jewelers” in print and Internet Yellow Pages each year, with men comprising more than 60 percent of searchers. Of those 31 million searches, more than 70 percent are made by married men.

According to LSA research, consumers also rely on Yellow Pages to help make a purchase decision. Nearly 73 percent of consumers searching for jewelers look at multiple ads, turning to an average of 7 before making a purchase decision. On average, consumers spend $227 following their “jewelers” search.

“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,” Amanda Gizzi, spokesperson for Jewelers of America, said.

Formerly the Yellow Pages Association, the LSA 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.

-National Jeweler