Pinterest Drives Big Business to Smaller Jewelers

By Erika Winters

Ever buy a jewelry piece by clicking on a Pinterest image? And if so, was that piece from a smaller boutique jeweler or Etsy seller? A Bizrate Insights survey on Pinterest explores an interesting trend: Pinners are apt to buy from smaller shops, particularly those on Etsy.

“While the brands and stores that drove purchases from Pinterest were varied, there is currently a distinct trend favoring smaller retailers and individual sellers. Nearly 1 in 5 online shoppers claim that their recent purchase, made after seeing an image on Pinterest, came from Etsy.” – Bizrate Insights.

According to the survey, out of the categories of items purchased via Pinterest, the “Jewelry, Handbags & Accessories” category ranked second with 23% of purchases. (“Clothing & Apparel” took the top spot with 39%.) Bizrate collected data from 20,362 online shoppers from May 8 to May 30, 2012. Of those surveyed, 19% purchased from Etsy, the highest percentage from Pinterest images.

While the survey indicates a strong preference for Etsy, brand shops and larger retailers are also feeling the perks of Pinterest. 13% of pinners bought from Bizrate’s category of “Brand Store” and 7% purchased from a “Retailer.”