Gold jewellery to top buyers’ Christmas lists, says survey
By Elmo Wong
December is undeniably a month of celebration, with eager shoppers rushing to get their hands on the best gifts for loved ones and friends. A recent industry survey revealed that buyers are likely to purchase gold jewellery as gifts, with bracelets as their number one pick.
The 5th edition of Gold/Italy, a show that is exclusively dedicated to “Made in Italy” gold jewellery and bijoux, was held from October 21 to 23 at the Arezzo Fiere e Congressi exhibition centre.
Conducted by Format Research on behalf of Federpreziosi Confcommercia, Club degli Orafi and Preziosa Magazine, the survey interviewed consumers aged 24 years and above who have visited jewellery shops with an intention to buy over the past 18 months.
The findings showed that the number of consumers who will be purchasing valuable items as Christmas gifts rose to 11.2 percent, from 10.8 percent last year.
Their top items of choice are bracelets (50.1 percent), earrings (43.4 percent), pendants (39 percent) and necklaces (36.2 percent). Rings (26.9 percent), engagement rings (13 percent), brooches (12.5 percent), and cuff links and necktie clips (11.1 percent) are next on their list. In terms of product segment, gold is seen as the safest bet, with 22.7 percent of respondents saying they will buy gold jewellery, followed by costume jewellery (17.7 percent), silver (14.1 percent) and platinum (4.3 percent).
Majority of the respondents, or 81.9 percent, stated that they will purchase jewels for family members, while 29 percent of them said they will buy for themselves.
“In both cases, the majority are women but men appear to be the main buyers who will be giving their purchases to relatives (17.7 percent) and friends (1.6 percent),” the survey said.
Similarly, 72.9 percent of respondents will opt for bijoux for family members; 25.8 percent, for themselves; and 23.5 percent, for friends.
The survey further cited an increase in consumer trust in online stores of established brands (from 12.7 percent to 20.2 percent) and e-commerce sites in general (from 24.6 percent to 27 percent).
The results also pointed to the consistently strong appeal of well-known brands to purchasers, with 59.1 percent of the respondents saying they preferred branded products for guaranteed quality and originality, and to keep up with fashion trends.