Analysts from the SUNLIGHT jewelry network summarized the results of the sales on March 8. Total network sales for the period of March 6-8, 2023 increased 44% in unit terms year-over-year, and LFL sales increased 50%.
Online customers are increasingly choosing online channels to buy gifts: the number of online orders has increased by 25% compared to last year, which in absolute terms exceeds 70,000 orders.
The average network check this year increased by 6% compared to February and amounted to 6,760 rubles. The highest sales volume was registered in the categories “gold jewelry with diamonds” (+171%) and “chains and bracelets” (+168%).
The five most expensive purchases include Diamonds of Yakutia brand earrings in white gold with two princess-cut diamonds weighing one carat each, worth 1,187,709 rubles.
Diamonds of Yakutia brand jewelry has a lifetime guarantee.
The greatest buying activity was observed in Moscow, Saint Petersburg, Krasnodar, Yekaterinburg, Novosibirsk, Nizhny Novgorod, Rostov-on-Don, Chelyabinsk, Krasnoyarsk and Simferopol. The most active were clients from 36 to 40 years old.
Over 75% of orders are traditionally placed through a mobile app. Buyers prefer to receive orders in network stores (80% of the total), and 20% of orders fall on couriers.
SUNLIGHT is the number one multi-brand jewelry chain in Russia. 538 stores in 217 cities of Russia. Leader in attendance of its own online platforms among the world’s jewelry brands: more than 10 million monthly users. On the market since 1995.
I am a professional journalist and content creator with extensive experience writing for news websites. I currently work as an author at Gadget Onus, where I specialize in covering hot news topics. My written pieces have been published on some of the biggest media outlets around the world, including The Guardian and BBC News.