The Undeniable Link Between Jewelry and Holidays
Jewelry is inherently connected to the celebrations industry – whether given as a gift, worn as a key piece to attend a big event, or even as the reason for the party. For jewelry brands, this provides several reasons why it is beneficial to position your brand in front of party hosts and guests. Perhaps one of the biggest connections, and most relevant to the upcoming holiday season, is jewelry given as a gift.
Jewelry and gift-giving go hand-in-hand, as jewelry is given for holidays such as Valentine’s Day, Christmas, and Mother’s Day. Additionally, jewelry is a popular gift for birthdays, graduations, anniversaries and other milestone events. These special occasions call for selection of the perfect present. Gift-givers embrace brands that help them select a gift that the intended recipient will love and cherish. Shoppers often have a specific price point in mind and appreciate visually pleasing packaging.
Christmas is by far the biggest gift-giving celebration of the year. The holiday season accounts for 29% of all fine jewelry purchases. Jewelry is a popular choice for Christmas presents as it can be personalized with options like engravings or colored stones. Giving jewelry builds anemotional connection and shows the recipient that the giver really wants to make the gift special.
Valentine’s Day is synonymous with finding the perfect gift to celebrate loved ones and special relationships. In 2013, almost 20% of Americans gave jewelry on Valentine’s Day – spending over $4.4 billion on diamonds, gold, and silver. It is essential for jewelry marketers to connect with consumers around this holiday. Anniversaries are another celebration tied to gift-giving and jewelry. Precious metals and stones are used as traditional anniversary gifts, such as silver on the 25th anniversary, pearl on the 30th, and gold for the 50th wedding anniversary.
Jewelry is also a popular gift option for Mother’s Day. More than one-third of consumers planned to buy jewelry for their moms in 2013. To meet this demand, many jewelers offer pieces that incorporate the birthstones of her children. A customized necklace or bracelet helps mom feel special and appreciated all year round, compared to a more perishable gift like flowers.
Holidays aren’t the only gift-giving occasions. Birthdays and graduations are two more occasions for which jewelry gifts are common. From high-end classics like a string of pearls or diamond earrings to casual fashion jewelry like gold hoops or a set of bangles, jewelry is an appropriate and popular gift for all ages. The wide array of colors, stones, and metals available ensures that gift givers can find unique and memorable gifts for just about anyone.
Learn more about the pivotal role of celebrations in the jewelry industry in the free white paper.
Posted by Katie Petrillo