Valentine's Day entered the top three popular festive occasions for buying jewelry along with the New Year and March 8, found out during a large study of the customer journey map in the network "585 * GOLDEN".
32% of men and women surveyed reported their intention to buy and give jewelry on the occasion of Valentine's Day.
According to the results of the study, 49% of men are ready to give only flowers on Valentine's Day, 20% of respondents will choose another present for the bouquet. 17% of men planned jewelry as a gift. Another 11.5% of respondents do not give anything on February 14 and do not intend to change anything this year.
At the same time, almost all women expect a gift and signs of attention from their loved ones on this holiday. 59% of women expect to receive at least flowers, and 43% are waiting for both flowers and a jewelry present.
There is a difference in preparing for the holiday: women approach the choice of a present more responsibly and start searching 7 to 10 days before the date. Men also make a gift purchase 3-4 days before the event, however, many - directly on the holiday itself.
Based on these deadlines, in order to find out what was bought for Valentine's Day this year, the 585* GOLDEN network analyzed sales in the period from February 10 to February 14.
Gold jewelry with precious and semi-precious stones became the leaders of sales, they added 25% to the indicator of 2022. This suggests that Russians thoroughly approach the choice of a gift. The increased demand for gold jewelry with precious stones was outlined at the end of 2022 and is only getting stronger every month.
The demand for wedding rings has increased (+ 6.5%), which indicates the beginning of the period of organization and preparation for weddings.
Alex Shishlo for Rough&Polished
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