A new study has revealed that Hawaii is the most gold-obsessed state in the US, based on monthly internet search data for gold items. Conducted by bullion dealer SD Bullion, the research looked at Google search data from June 2023 to May 2024 to identify which US states show the most interest in gold. It considered a wide range of search terms, including gold coins, crowns, and medallions, and normalised the results according to state population.
The study highlights Hawaii as the state with the highest search volume for gold-related items, with an average of 250 searches per 100,000 residents each month. Gold coins proved to be the most popular search in Hawaii, generating a total of 2,625 searches during the study period. Other top items searched included gold compasses, medallions, crowns, and glitter.
Gold Craze Across the US
Colorado came in second place, with 101 gold-related searches per 100,000 residents. Gold crowns were the most searched item in Colorado, receiving 1,869 monthly searches. In third place, Oregon had 91 gold-related searches per 100,000 people, with gold crowns and coins proving to be the most popular items.
Other states in the top ten include Alaska and New York, both ranking joint fourth with 87 searches per 100,000 residents. Massachusetts, Vermont, and Wyoming shared fifth place with an average of 86 searches each. The sixth most gold-obsessed state was Rhode Island with 83 searches per 100,000 residents, while New Mexico ranked seventh with 82.
Three states—California, Nevada, and Delaware—shared eighth place, each recording 81 searches per 100,000 people. New Jersey and Illinois rounded out the top ten with 80 and 79 searches respectively.
The top ten US states most obsessed with gold
| Rank | State | Average monthly searches per 100,000 residents |
| 1 | Hawaii | 250 |
| 2 | Colorado | 101 |
| 3 | Oregon | 91 |
| =4 | Alaska | 87 |
| =4 | New York | 87 |
| =5 | Massachusetts | 86 |
| =5 | Vermont | 86 |
| =5 | Wyoming | 86 |
| 6 | Rhode Island | 83 |
| 7 | New Mexico | 82 |
| =8 | California | 81 |
| =8 | Nevada | 81 |
| =8 | Delaware | 81 |
| 9 | New Jersey | 80 |
| 10 | Illinois | 79 |
The Most Popular Gold Items
Across the US, gold coins emerged as the most popular item, particularly in Alaska and New York. The study revealed that New Yorkers made 3,708 searches for gold coins, while Alaskans made 88 searches. In other top states like Massachusetts, Wyoming, and Rhode Island, coins consistently ranked as the most searched-for gold-related item.
In Illinois, gold coins were also highly favoured, generating 2,225 searches per 100,000 residents. However, in Illinois, gold daggers also ranked high, with 1,018 searches during the study period. New Mexico residents, on the other hand, showed a strong preference for gold crowns, which attracted 464 monthly searches.
Why Gold Matters
Chase Turner, CEO of SD Bullion, commented on the findings, suggesting that gold’s appeal lies in its association with wealth, power, and status. “Gold is often used to represent prosperity, which is why people aspire to own it,” Turner said. “From coins to jewellery and Olympic medals, gold carries universal significance. It’s also a sound investment as its value tends to hold steady over time.”
The report also showed that Kentucky is the least interested in gold, with only 52 monthly searches per 100,000 residents, highlighting a significant disparity in gold interest across the country.
Gold remains a sought-after commodity, with many viewings it as both a symbol of prestige and a reliable investment. The findings suggest that the allure of gold continues to shine, especially in states like Hawaii, where the search for the precious metal is strongest.
