The culture of gift-giving in Ukraine occupies a special place - according to various sources, 60-70% of our compatriots consider it obligatory to give gifts to loved ones on major holidays. What do they give most often? Gadgets, clothes, cosmetics and jewelry are traditionally considered leaders among the most memorable and emotional gifts.
Numerous studies show that spending on gifts decreases slightly with fluctuations in exchange rates and inflation, and in more or less stable situations they increase by several dozen points at once. Interesting results were shown by surveys conducted in the post-pandemic years - contrary to expectations, people compensated for stress and missed joint holidays by increasing the volume and cost of things they gave, that is, they gave and spent on gifts three times more than usual.
In Ukraine, the main holidays on which it is customary to give and receive gifts are traditionally considered New Year, Christmas and International Women's Day on March 8. In terms of popularity, Mother's Day, Teacher's Day, and Medical Worker's Day can also be included here.
Jewelry (you can buy jewellery for sale online uk here) has a special place among gifts. Due to its emotional impact, it can definitely be classified as an "impression gift." On the other hand, despite the symbolism and aesthetic value, it is not something fleeting and ephemeral. On the contrary, it is a tangible item that can become a family heirloom over time.
"A gift is a way to convey a message to the person you are giving it to. A gift makes emotional connections tangible and meaningful. Each gift has the potential to become a real story in life or in a relationship: a shared memory, hope, a declaration of love. Gifts differ from each other in the amount of emotions hidden in them."
According to research, more than 50% of women prefer to receive jewelry as a gift.
For yourself - as a long-lasting memory
In recent years, an interesting situation has developed with jewelry gifts for yourself. Of course, it is always nice to receive jewelry from a loved one, but you can also buy it yourself - for a holiday or as a reward for some personal achievement. According to various sources, about 60% of modern women living in large cities and metropolitan areas do not wait for a man to give them a necklace or a diamond ring for a holiday. They buy them themselves.
Amazing facts are cited by the British company for media audience research GWI (formerly GlobalWebIndex): the ratio of men and women who have bought jewelry at least once in their life is 44:56. To be fair, if we talk about who wears them more often, the balance will also be in favor of the latter.
Another observation - the jewelry market is getting younger: according to a GWI survey, 62% of all buyers are young people aged 16 to 34. People aged 45 and older make up 16%. But do not rush to conclusions that representatives of the 45+ generation do not like to wear jewelry. Perhaps they have already bought or received their favorite jewelry as a gift and now only occasionally add to their personal jewelry wardrobe.
One way or another, the interests of the young audience are becoming one of the main focuses of attention for jewelry brands. And they must take their preferences into account, for example, zoomers and late millennials are more actively interested in what this or that jewelry is made of than representatives of previous generations: ethical gold or conflict-free diamonds are not abstract concepts for them, but one of the important criteria when making a purchase decision.
