Jewellery self-purchasing set to increase around holidays: Survey

by Tamanna Bhasin | December 12, 2023 10:20 am

The survey illuminates consumers’ growing prioritization of mental wellbeing, self-care, and self-celebration. Photo courtesy Jewelers Mutual

Insurance company Jewelers Mutual has released the results of a survey looking into consumers’ yearly jewellery self-purchasing habits. The findings highlight the rising link between self-care and jewellery purchasing, wherein holidays and birthdays prove to be the most significant motivation for consumers to buy jewellery for themselves.

The trend towards self-purchasing jewellery during special gift-giving occasions, such as holidays and birthdays, illuminate consumers’ growing prioritization of mental wellbeing, self-care, and self-celebration. Krystle Craycraft, senior vice-president of marketing and digital at Jewelers Mutual, says, “Jewellery is so much more than metal and stone; it’s a symbol of independence and self-expression.”

Additional findings from the survey include:

Gendered trends in jewellery purchasing: Female consumers are more likely to purchase necklaces and earrings, while male consumers prefer watches.
Frequency of self-purchases: Half the respondents reported they only buy jewellery for themselves once a year.
Heirloom motivation: 96 per cent of self-purchasers consider potentially passing down the jewellery they buy for themselves.
Jewellery protection education: 39 per cent of self-purchasers confirm they have not had their fine jewellery inspected.

Source URL: https://www.jewellerybusiness.com/news/jewelers-mutual-survey-predicts-increase-in-holiday-self-purchasing/