For total Holiday spending, in general, nearly half of the 2,864 JCOC respondents plan to spend the same amount as previous years, while 40 percent said they would spend less.

About 21 percent of respondents plan to purchase fine jewelry or watches, with 80 percent of these categorized as "very likely" to purchase them. In fact, 34.7 percent of respondents said they plan on spending more this year, with 63 percent planning to spend between $200 and $2,500.

"Spouse or significant other," "son or daughter," "parents" and "self," are the top indications for fine jewelry and watch gift recipients this season.

"Parents' gifts have a tremendous growth opportunity this Holiday season if retailers train their sales staff to promote the idea with customers," Chatelain believes. "Thirty-two percent of JCOC respondents are planning to buy their parents fine jewelry or a watch this season, but if fine jewelry retailers don't do enough to make sure it happens, it could be a lost sale." Chatelain goes on to say, "Children's gifts are often another lost sale when the retailer does not highlight or carry fine jewelry and watches suitable for kids and teens."

Survey findings also show nearly one-third of all respondents have already begun shopping for Holiday gifts.

Other important findings, from the survey, include the fact that about 25 percent of respondents plan to make home improvements before the Holidays, with 37 percent spending over $1,000. Another 13 percent plan to make furniture or appliance purchases, with 40 percent of those spending $1,000 or more. Fewer than 10 percent plan on purchasing a new vehicle.

For a complete breakdown of the fine jewelry and watch categories respondents plan to purchase, visit www.jcoc.info. For more information about this study and other JCOC services, contact Martin Hurwitz, MVI Marketing, Ltd. at (805) 239-2994 ext. 101 or e-mail mhurwitz@mvimarketing.com.