SOURCE: Yellow Pages Association

January 30, 2008 08:00 ET

Yellow Pages Are a Jeweler's Best Friend This Valentine's Day

"Jewelers" Yellow Pages Heading Referenced by Consumers More Than 25 Million Times per Year

BERKELEY HEIGHTS, NJ--(Marketwire - January 30, 2008) - Although diamonds may be a girl's best friend this Valentine's Day, the Yellow Pages are a jeweler's best friend. In fact, according to the Yellow Pages Association™ (YPA™), the "Jewelers" Yellow Pages heading ranks 88th out of more than 4,000 headings and generates more than 25 million references annually (1).

Valentine's Day is one of the most popular holidays for jewelry purchases. According to the U.S. Department of Commerce, consumers spent $2.5 billion in February 2007, making it one of the highest sales months of the year for jewelry retailers.

"Jewelry is considered an enduring gift of love. Specialty jewelers remain close to their communities and offer personalized customer service and a selection of jewelry that reflects the taste of their customers, making gift purchases even easier," said Peggy Jo Donahue, spokeswoman for Jewelers of America, the national association of retail jewelers. "In addition, many smaller jewelers have skilled bench jewelry operations, allowing them to offer gifts consumers can't find elsewhere."

With 87 percent of Yellow Pages searches for jewelers resulting in a purchase, the Yellow Pages advertising medium has proven to be valuable and effective for jewelers (1). On average, 61 percent of Yellow Pages users are new customers to the jewelry store where they make a purchase (1).

"Print and Internet Yellow Pages have proven to be a valuable investment for the retail jewelry industry, as jewelers typically receive more than $15 in sales revenue for every $1 spent on print Yellow Pages display advertising (2)," said Larry Small, director of research of YPA. "With nearly 30,000 jewelry stores nationwide (3), jewelers are finding that Yellow Pages are still an important and relevant resource when it comes to consumers and their buying habits."

For more information on Yellow Pages headings, visit http://www.ypassociation.org.

(1) - 2007 Knowledge Networks/SRI
(2) - 2006 CRM Associates
(3) - U.S. Census Bureau

About The Yellow Pages Association

The Yellow Pages Association (YPA) is the largest trade organization of a print and digital media industry valued at more than $26 billion worldwide ($14 billion in the U.S.). Association members include Yellow Pages publishers, certified marketing representatives (CMRs) and associate members, a group of industry stakeholders that include Yellow Pages advertisers, vendors and suppliers.

Contact Information

  • Media Contact:
    Katie Fassbinder
    Young & Associates
    303-463-7705
    Email Contact