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Millennials’ Desire for Diamond Gifts Still Strong: DPA Survey
Dec 25, 2015 3:43 AM
By Rapaport News
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RAPAPORT... Millennials are almost twice as likely as non-millennials to
have bought diamond jewelry as a holiday gift, according to a survey carried
out by the Diamond Producers Association (DPA).
More than a quarter of men gave diamond jewelry to their wife
or girlfriend last holiday season, while this year one third said they plan to,
according to the DPA, which polled 400 consumers with annual household income
of $75,000 or more in an online survey immediately after the Thanksgiving
weekend. The respondents were all married or in a committed relationship, aged
18 to 64, and included a “robust sample” of millennials.
“We think that has to do with their desire to do
something more personal and intimate,” a DPA spokesperson said in a statement
December 21. “This isn’t a generation that thinks gift cards are the best way
to treat a loved one. They want to communicate how well they know each
other, that they are paying attention.”
Every man who had given, or women who had received, diamond
jewelry in the past said it had been the women’s favorite gift, the results
showed. Four out of five women kept the gift and didn’t exchange it for another
gift or another style.
Millennials
and other age groups said this year they’d rather receive one meaningful gift
than lots of smaller gifts. The small presents are usually the ones that
are returned or forgotten.
Those who
didn’t give or receive diamond jewelry often couldn’t remember what last year’s
Christmas gift was. One in four men who gave other gifts couldn’t remember
what they had given, and one in five women couldn’t remember what they’d
received.
“Diamond
jewelry is actually a common holiday gift because many men know just how successful
they’ll be with it,” the spokesperson added.
Diamond
earrings and a diamond ring were the most desired gifts among women of
millennial and non-millennial ages. The third most popular for millennials was
a diamond solitaire necklace, but the third choice among older-aged respondents
was a diamond tennis bracelet.
Only about
10 percent of men say they currently buy diamond jewelry online, but “well over
half” research diamond purchases on the internet.
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Tags:
Diamond Producers Association, Dpa, holiday sales, Millennials, Rapaport News, retail
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