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Last year, the most popular gifts on Valentine Day included watches, necklaces, earrings and fashion rings. Nearly 22.7 million dollars was spent a week prior to 2007 Valentine’s Day, a jump of more than 22 percent over 2006. Most of these sales were made online at merchants who sell unique pieces not found at retail outlets. (eg. moissanite rings)
So why do people prefer to shop online instead of shopping in person? One reason that my friend, Rob, a technologist that works for Telus in Vancouver, prefers to shop online is because he doesn’t get hounded by sales staff. When he wants to spend $200 for earrings, he isn’t intimidated by the salesperson who is always urging him to buy more. He feels he doesn’t have to put up with the stalking and the side comments that a salesperson makes every time his eyebrow rises. Brent, a retired teacher in Edmonton, likes to order with our recommended jeweler where he gets to compare three prices: the retail price, their selling price and the sale price. Brent chose a sapphire and diamond dangle earrings that retails for $149.00, sells for $99.00 and is now on sale at $79.00.
I wanted to check out all this hype myself so I went to Calgary’s most popular jeweler. The sales lady showed me a brilliant diamond circle pendant and said that this has been the most popular style this year. It sold for $199.00 and had a total carat weight of 0.1 (or 1/10 ct) . Online, you can order a diamond circle pendant for $99.95 that has a total carat weight of 0.25 (or 1/4 ct). I wanted to see what I could get for $199 and was surprised to find a 0.50 (or 1/2 ct) diamond circle pendant that retailed for $899 but was on sale for $197.95.
Online merchants want to motivate buyers by offering free shipping and gifts. This particular merchant will gift wrap items for you and give you a free jewelry cleaning kit.
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