2025 Gifting Insights From Latest Survey
Stepping into 2025, a recent survey by NielsenIQ (NIQ) reveals consumers in the city are eager to pamper themselves and their loved ones with meaningful gifts in the year ahead. Over 90% of respondents intend to purchase a gift while 80% indicate they will purchase natural diamond jewellery. The findings show that birthdays are the top occasions to receive gifts and give gifts. In terms of the choice of gifts, 77% of respondents (out of 87% who expect to receive any gifts) wish to receive natural diamond jewellery as a gift.
Conducted with over 1,300 respondents through an online questionnaire, the survey delves into local gifting preferences. The findings confirm that gifting is a cherished tradition, creating memorable experiences during significant occasions, such as birthdays (58%), anniversaries (40%), Valentine's Day (31%), and Christmas (31%). Notably, most respondents (89%) emphasize that natural diamonds are essential for jewellery, whether as gifts or for personal enjoyment. 93% of consumers plan to purchase gifts for upcoming occasions in the coming 12 months, with 87% looking forward to receiving gifts as well. Interestingly, while partners and spouses remain the primary recipients of gifts (50%), a growing number of respondents (55%) are embracing self-gifting.
When it comes to preferred gifts, sparkling jewellery stands out. 67% of respondents cited jewellery as one of their top three gifting preferences, with 34% selecting it as their top choice. This is followed by travel (22%), fashion, accessories, and bags (20%), and electronics (14%). The allure of jewellery is even stronger among those wish to receive gifts, with 44% choosing it, surpassing travel (19%) and fashion, accessories, and bags (16%).
Among the types of jewellery desired, preferences range from rings and necklaces to earrings and bracelets. When selecting their ideal natural diamonds, respondents prioritize several key criteria. The classic 4Cs (carat, colour, clarity and cut) are the top considerations for 72% of consumers, followed by price 53% and certification 49%. Design and origin also play significant roles, with 46% and 31% of respondents considering these factors, respectively.
The reasons for choosing natural diamonds reflect their intrinsic values. 85% consider natural diamonds to be "precious, rare, and naturally formed through time and nature," while 84% view them as "one-of-a-kind." Additionally, 80% appreciate that their value is sustained due to their rarity.
40% respondents indicate their main source of information about natural diamonds is social media. Regarding the purchase mode for diamond jewellery, 89% of respondents will do research before making a purchase decision. Yet 81% will make the purchase in a physical store. This indicates a combination of online and offline research, and offline buying behaviour among consumers. 65% agree that the research information obtained so far is sufficient. As far as gifting is concerned, it is clear that natural diamonds remain a top choice for consumers looking to celebrate and create lasting memories.
The consumer survey, conducted by NIQ from October 29 to November 1, 2024, involved a total of 1,316 participants aged 18-54 through various online channels. Among the respondents, 20% were male and 80% were female, with the majority (76%) being married, engaged, or in a relationship. Commissioned by De Beers Group, NIQ managed the design and data analysis of the survey.
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About De Beers Group
Established in 1888, De Beers Group is the world's leading diamond company with expertise in the exploration, mining, marketing and retailing of diamonds. Together with its joint venture partners, De Beers Group employs more than 20,000 people across the diamond pipeline and is the world's largest diamond producer by value, with diamond mining operations in Botswana, Canada, Namibia and South Africa. Innovation sits at the heart of De Beers Group's strategy as it develops a portfolio of offers that span the diamond value chain, including its jewellery houses, De Beers Jewellers and Forevermark, and other pioneering solutions such as diamond sourcing and traceability initiatives Tracr and GemFair. De Beers Group also provides leading services and technology to the diamond industry in the form of education and laboratory services via De Beers Institute of Diamonds and a wide range of diamond sorting, detection and classification technology systems via De Beers Group Ignite. De Beers Group is committed to 'Building Forever,' a holistic and integrated approach for creating a better future – where safety, human rights and ethical integrity continue to be paramount; where communities thrive and the environment is protected; and where there are equal opportunities for all. De Beers Group is a member of the Anglo-American plc group. For further information, visit www.debeersgroup.com.
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