Most of us look forward to new possibilities, annual objectives, and both personal and professional goals every year. Looking ahead to 2025, a recent NielsenIQ study indicates that city dwellers are excited to give themselves and their loved ones thoughtful presents in the coming year. Eighty percent of respondents say they will buy natural diamond jewelry, and more than 90 percent say they plan to buy a gift. According to the research, birthdays are the most popular times to offer and receive presents. When it comes to present selection, 77% of respondents (out of 87% who anticipate receiving any gifts) said they would want to receive jewelry made of real diamonds.
| Stepping into 2025, a recent gifting survey by NielsenIQ (NIQ) reveals over 90% of respondents intend to purchase a gift while 80% indicate they will purchase natural diamond jewellery. |
The poll explores local giving preferences and was completed online by more than 1,300 respondents. According to the research, giving gifts is a treasured custom that makes important events like birthdays (58%), anniversaries (40%), Valentine’s Day (31%), and Christmas (31%), unforgettable. Notably, the majority of respondents (89%) stress the importance of real diamonds in jewelry, whether it is being worn for personal enjoyment or as a gift. In the following year, 87% of consumers anticipate receiving presents, while 93% of customers want to buy gifts for forthcoming events. Interestingly, a significant percentage of respondents (55%) are adopting self-gifting, even though partners and spouses still get presents the most frequently (50%).
One of the most popular presents is glittering jewelry. Jewelry was chosen as the top present by 34% of respondents, and 67% of respondents listed it as one of their top three gift preferences. Next in line are gadgets (14%), fashion, accessories, and luggage (20%), and travel (22%). With 44% of individuals who want to receive presents selecting jewelry, its appeal is even greater than that of vacation (19%) and fashion, accessories, and bags (16%).
The jewelry kinds that are preferred include bracelets, earrings, necklaces, and rings. Respondents give priority to a number of important factors when choosing their ideal natural diamonds. For 72% of buyers, the traditional 4Cs—carat, color, clarity, and cut—are the most important factors, followed by price (53%), and certification (49%). Additionally important are design and provenance, which were taken into consideration by 46% and 31% of respondents, 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.
