Luxury shopping in the U.S. 2021

Topics of the survey

• Overview & attitudes
• Luxury watches
• Luxury jewelry
• Luxury cosmetics & personal care
• Luxury fashion & accessories
• Purchase experience & touchpoints
• Second-hand luxury
• Counterfeits
• Characteristics & demographics

• Method: Online survey
• Survey name: GCS Special Luxury Shopping in the U.S.
• Region: United States
• Number of respondents: 1084
• Age of respondents: 18 years and older
• Type of respondents: residential online population who purchased luxury items in the past 2 years
• Survey time period: 6th May to 14th May 2021

• Gender
• Age (generations)
• Annual household income (categorized) - United States

Overview & attitudes

• In which of these categories have you bought a product from a premium/luxury brand for yourself or someone else in the past 2 years?
• Which of the following statements about luxury purchases apply to you?
• Which of these further statements regarding luxury items do you agree with?
• Which of these statements about purchasing products from premium/luxury brands do you agree with?
• How much do you agree with this statement: Premium/luxury products have to be sustainable.

• The following questions are about watches. Which of these statements do you agree with?
• Which of the following statements regarding watches apply to you?
• Which of the following aspects of watches from premium/luxury brands are of interest to you?
• In your opinion, what distinguishes a premium/luxury brand watch from other watches?
• Which of these countries do you associate with the manufacturing of luxury watches?
• How many watches do you own in total?
• How many watches worth over $500 do you own?
• How many watches worth over $1,500 do you own?
• Which of these watch brands in the middle and upper price range do you know? (approx. $500 to $1,500)
• Which of these brands of prestige and luxury watches do you know? (approx. $1,500 or more)
• How do you prefer to research and then purchase watches from premium/luxury brands? I tend to view items …
• Which purchase criteria are most important to you when buying a watch from a premium/luxury brand?
• From which of these price categories have you bought a watch for yourself or someone else in the past 2 years? Please select all that apply.
• Where have you bought a watch from a premium/luxury brand in the past 2 years?
• Was there a specific reason/occasion for buying a watch from a premium/luxury brand?
• Before buying your last watch from a premium/luxury brand, how long did you think about it?
• How much are you willing to pay for a watch from a premium/luxury brand for yourself or someone else?
• Where do you generally get information about or research watches from premium/luxury brands?
• How often do you usually inform yourself about or browse for watches from premium/luxury brands? / In physical stores (offline)
• How often do you usually inform yourself about or browse for watches from premium/luxury brands? / On the internet (online)

• The following questions are about jewelry. Which of these statements about jewelry do you agree with?
• Which of the following statements regarding jewelry apply to you?
• Which of the following aspects of jewelry from premium/luxury brands are interesting to you?
• In your opinion, what distinguishes premium/luxury brand jewelry from other jewelry?
• From which of these categories do you own jewelry?
• How many pieces of jewelry do you own in total?
• How many pieces of jewelry worth over $500 do you own?
• How many pieces of jewelry worth over $1,500 do you own?
• Which of these premium/luxury jewelry brands do you know?
• How do you prefer to research and then purchase jewelry items from premium/luxury brands? I tend to view items …
• Which purchase criteria are most important to you when buying jewelry from a premium/luxury brand?
• From which of these price categories have you bought jewelry for yourself or someone else in the past 2 years? Please select all that apply.
• Where have you bought jewelry from a premium/luxury brand in the past 2 years?
• Was there a specific reason/occasion for buying jewelry from a premium/luxury brand?
• Before buying your last piece of jewelry from a premium/luxury brand, how long did you think about it?
• How much are you willing to pay for a piece of jewelry from a premium/luxury brand for yourself or someone else?
• Where do you generally get information about or research jewelry from premium/luxury brands?
• How often do you usually inform yourself about or browse for jewelry from premium/luxury brands? / In physical stores (offline)
• How often do you usually inform yourself about or browse for jewelry from premium/luxury brands? / On the internet (online)

• The following questions are about cosmetic products. Which of these statements about cosmetics do you agree with?
• Which of the following aspects of cosmetic products from premium/luxury brands are of interest to you?
• In your opinion, what distinguishes premium/luxury brand cosmetics from other cosmetic products?
• Which of these cosmetic products do you buy at least occasionally for yourself or someone else?
• Which of these cosmetic products from premium/luxury brands do you buy at least occasionally for yourself or someone else?
• How often do you buy cosmetic products from premium/luxury brands for yourself or someone else?
• Which of these premium cosmetic brands do you know?
• Which of these luxury cosmetic brands do you know?
• How do you prefer to research and then purchase cosmetic products from premium/luxury brands? I tend to view items …
• Which purchase criteria are most important to you when buying a cosmetic product from a premium/luxury brand?
• From which of these price categories have you bought a cosmetic product for yourself or someone else in the past 2 years? Please select all that apply.
• Where have you bought cosmetic products from a premium/luxury brand in the past 2 years?
• Was there a specific reason/occasion for buying cosmetic products from a premium/luxury brand?
• Before buying your last cosmetic product from a premium/luxury brand, how long did you think about it?
• How much are you willing to pay for a cosmetic product from a premium/luxury brand for yourself or someone else?
• Where do you generally get information about or research cosmetic products from premium/luxury brands?
• How often do you usually inform yourself about or browse for cosmetic products from premium/luxury brands? / In physical stores (offline)
• How often do you usually inform yourself about or browse for cosmetic products from premium/luxury brands? / On the internet (online)

• The following questions are about fashion and accessories Which of these statements about fashion and accessories do you agree with?
• Which of the following aspects of fashion and accessories from premium/luxury brands are of interest to you?
• In your opinion, what distinguishes premium/luxury brand fashion and accessories from other fashion and accessories?
• From which of these categories do you own fashion and accessory from premium/luxury brands?
• How many fashion and accessory items from premium/luxury brands do you own from these categories? If you are not sure, please estimate. / Clothes (jackets, shoes, etc.)
• How many fashion and accessory items from premium/luxury brands do you own from these categories? If you are not sure, please estimate. / Bags (handbags, backpacks, luggage, etc.)
• How many fashion and accessory items from premium/luxury brands do you own from these categories? If you are not sure, please estimate. / Accessories (wallets, hats, scarves, sunglasses, etc.)
• Which of these premium fashion and accessories brands do you know?
• Which of these luxury fashion and accessories brands do you know?
• How do you prefer to research and then purchase fashion and accessory products from premium/luxury brands? I tend to view items …
• Which purchase criteria are most important to you when buying fashion and accessories from a premium/luxury brand?
• Where have you bought fashion and accessories from a premium/luxury brand in the past 2 years?
• How often have you bought fashion and accessories from a premium/luxury brand on the internet in the past 2 years? If you are not sure, please estimate.
• How often have you bought fashion and accessories from a premium/luxury brand in a physical store in the past 2 years? If you are not sure, please estimate.
• Was there a specific reason/occasion for buying fashion and accessories from a premium/luxury brand?
• How long did you usually think about/plan before buying fashion and accessories from a premium/luxury brand?
• How much are you willing to pay for fashion and accessories from a premium/luxury brand for yourself or someone else? / Willingness to pay: clothes
• How much are you willing to pay for fashion and accessories from a premium/luxury brand for yourself or someone else? / Willingness to pay: bags
• How much are you willing to pay for fashion and accessories from a premium/luxury brand for yourself or someone else? / Willingness to pay: accessories
• Where do you generally get information about or research fashion and accessories from premium/luxury brands?
• How often do you usually inform yourself about or browse for fashion and accessories products from premium/luxury brands? / In physical stores (offline)
• How often do you usually inform yourself about or browse for fashion and accessories products from premium/luxury brands? / On the internet (online)

• Do you save money with the specific aim to buy a luxury article?
• For whom have you ever bought a luxury product?
• Where do you prefer to purchase products from premium/luxury brands?
• What is particularly important to you when purchasing products from premium/luxury brands in a store?
• What is particularly important to you when purchasing products from premium/luxury brands online?
• Which of these luxury online stores do you know?
• From which of these luxury online stores have you purchased something within the last 2 years?
• Where have you seen or heard about products from premium/luxury brands in the past 4 weeks?
• Over the past 12 months, which of the following people have you noticed in association with premium and/or luxury brand products?
• On which social media platforms have you noticed premium/luxury brands in the past 12 months?

• Have you visited a high-end second-hand luxury store online in the past 2 years or bought anything there?
• Have you visited a high-end second-hand luxury store in physical store in the past 2 years or bought anything there?
• Which of these second-hand stores that specialize in luxury products do you know?

• Which statements about product and brand piracy do you agree with?
• Have you ever bought a counterfeit product or brand?
• In which country/countries would you not buy any luxury products (neither online nor offline) due to the risk of buying a counterfeit product?

• What is your gender?
• How old are you?
• How old are you?
• How old are you?
• How old are you?
• Which of the following best describes you?
• What is your marital status?
• Do you consider yourself part of the LGBTQ+ community?
• What is your gender identity?
• Which of the following best describes you?
• Recode based on "Region – United States"
• Where do you currently live?
• What is the highest level of education you have completed?
• Which of the following categories best describes your current employment status?
• Recode based on "Employment status (detailed)"
• Recode based on "Annual household income - United States"
• If you add up everything: About how high is the annual gross income that your total household disposes of, before tax and contributions?
• Recode based on "Community size"
• How big is the town you live in?
• In what type of community do you live?
• What is your current living situation (main residence)?
• How many people – including yourself and all children – permanently live in your household?
• How many children and teenagers below 14 years of age permanently live in your household, no matter if they are your natural children or not?
• Who do you currently live with?
• Recode based on "Household size"
• Recode based on "Household members"
• Recode based on "Household members"
• How severely has the COVID-19/coronavirus pandemic impacted your everyday life? Please rate on a scale from 1 to 10, where 1 is no impact at all and 10 is severely impacted.
• Recode based on "Corona impact - everyday life"
• Recode based on "Corona impact - offline/online luxury purchases"
• Since the beginning of the COVID-19/coronavirus pandemic, have you spent more or less on products from premium/luxury brands offline in a store?
• Since the beginning of the COVID-19/coronavirus pandemic, have you spent more or less on products from premium/luxury brands online?
• Which of these things have you done on social media in the past month?
• The following questions are about yourself: Which of the following kinds of sports are you interested in, e.g., on TV or in magazines?
• Which of the following topics are you interested in?
• Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.