As consumers in the US reassess their purchasing behavior in light of the pandemic, gifts that are meaningful and that retain their value will be the priority as people emerge from lockdown, according to new research undertaken over the past nine weeks by the De Beers Group.
The research demonstrated that lockdown had made many consumers feel grateful for things they used to take for granted, such as spending time with family, and that this would influence their purchasing and gifting behavior in future.
When it came to gifting and in particular looking forward to the holiday season, 56% of respondents believe gifts should be meaningful, over being practical, functional or fun. Diamonds were seen as the top gift for symbolizing intimacy, connectedness and love among both men and women, with the primary desire for purchasing being a reflection of gratitude and acknowledgement during the current crisis.
90% of respondents said choosing gifts that hold their value over time would be an important consideration this holiday season, and more people chose diamonds as the top choice for a gift of this nature from a list of luxury items including designer clothing and accessories, electronic devices, a piece of furniture, or other jewelry.
The findings are the first in a series of Diamond Insight ‘Flash’ Reports the De Beers Group will publish to share insights regarding the evolving consumer perspective and what it means for diamonds as the world passes through the stages of the crisis.
Other findings from the first report published today include:
· Around two-thirds of the consumers polled indicated their personal finances have not been affected by the pandemic. Three-quarters of consumers said that the pandemic had not impactedtheir likelihood to purchase diamond jewelry and the majority of respondents continued to wear their diamond jewelry during lockdown because it made them ‘feel connected to someone’.
· Consumers felt safest shopping for jewelry online; however, they clearly distinguished local independent jewelers as the best source for knowledge and product quality, as well as being considered the safest of all the physical outlets for jewelry shopping.
· Forty-five per cent of respondents said that they would seek to buy fewer, better things when considering clothing and jewelry purchases after the lockdown.
· Consumer preference for travel continues to show a declining trend, with 39 per cent of consumers saying it will be seven to 12 months before their travel spending stabilizes.
Bruce Cleaver, CEO, De Beers Group, said: “The pandemic crisis and associated lockdowns have caused people all around the world to re-evaluate aspects of what’s important in their lives and have reinforced the value of personal relationships. While consumer confidence and spending has been significantly impacted in the US, this research highlights that diamonds will nonetheless have a unique role to play in people’s lives in a post-lockdown world as they seek to celebrate their most meaningful relationships. While it will take some time for the market to recover fully, we hope these insights will assist large and independent jewelry retailers alike to understand the evolving consumer perspective as we move through and emerge from the crisis.”
About De Beers
De Beers Group is the world’s leading diamond company and the world’s largest diamond producer by value. It has mines in four countries – Botswana, Canada, Namibia and South Africa – and employs more than 20,000 people.The company was established in 1888 and is owned 85 per cent by Anglo American and 15 per cent by the Government of the Republic of Botswana. With its headquarters in London, it has unrivalled expertise across the diamond value chain – from exploration and production, to rough diamond sales and diamond jewelry retail. For more information, please visit www.debeersgroup.com.
