We recently conducted a survey to better understand the unique buying habits of self-purchasers. Among the valuable insights we uncovered, our research revealed that holidays (including birthdays) were the top motivator for consumers buying jewelry for themselves.
Some consumers may be waiting for the “perfect occasion” while others may still hold the belief that jewelry is meant to be purchased for others, rather than for oneself. The findings from our study can help jewelers inspire customers to celebrate themselves with jewelry - an artful, empowering process. Survey insights include who is buying what, and which occasions or milestones customers are likely to mark with a special piece of jewelry.
Promote self-love and self-celebration
Encourage customers to appreciate and reward themselves for personal achievements, both big and small.
Example: Celebrate a promotion at work, finishing a degree, achieving a personal fitness goal or overcoming a personal challenge, such as illness, addiction or heartbreak. Let your newly-purchased jewelry serve as a symbol of your accomplishment and a reminder that you are worthy of celebration.
The stats:
- A birthday or holiday is the number one trigger for self-purchasing jewelry, selected by 67% of respondents.
- 29% of survey respondents indicated that a job promotion or change led them to purchase jewelry for themselves, while 14% cited an athletic or academic achievement as their reason to celebrate.
- Our findings suggest that men may self-purchase jewelry more often than women. 72% of men have bought jewelry for themselves for a birthday or holiday (compared to 67% of women), 37% after a job promotion or change (21% for women) and 19% to celebrate an athletic or academic achievement (vs. 9% of female respondents).
- Our findings suggest that men may self-purchase jewelry more often than women. 72% of men have bought jewelry for themselves for a birthday or holiday (compared to 67% of women), 37% after a job promotion or change (21% for women) and 19% to celebrate an athletic or academic achievement (vs. 9% of female respondents).
Remind them of self-worth
Help customers understand that they are worthy of love and self-celebration, regardless of external validation.
Example: You don’t need to wait for someone else to buy you jewelry. Purchase a necklace or bracelet that reminds you of your strength and resilience during tough times. Let this new piece act as a powerful, tangible expression of the love and worth you feel for yourself.
The stats:
- Earrings were the jewelry item most often self-purchased by respondents, with 58% indicating they’ve bought them for themselves. Necklaces came in second, with 54% of respondents making that purchase.
- Differences in jewelry preference exist between men and women.
- 59% of women purchased a necklace for themselves, 55% bought earrings and 46% bought a ring.
- 68% of men purchased a watch for themselves, 65% bought a necklace and 62% purchased a ring.
Highlight the empowerment factor
Emphasize that jewelry represents empowerment, self-expression and the embodiment of their unique identity.
Example: YOU know your own unique style better than someone else. YOU know what you look for in jewelry. Choose a statement ring or pendant that reflects your personal style and reminds you of your individuality.
When you buy yourself jewelry that makes you feel beautiful and confident, it can be incredibly empowering. Showcasing your individuality through jewelry you’ve purchased for yourself can give you a feeling of pride that gifted jewelry doesn’t always provide.
The stats:
- The primary factor influencing a self-purchaser’s buying decision is quality, selected by 42% of respondents. Design (33%) and price (11%) are the next most important factors, followed by occasion (8%) and mood (5%).
- NOTE: While quality was the leading factor overall, younger self-purchasers tend to prioritize design over quality.
- NOTE: While quality was the leading factor overall, younger self-purchasers tend to prioritize design over quality.
Year-round celebrations
Promote the idea that "just because" occasions can happen anytime, not just during holidays.
Example: Remember, you don’t need to wait for a holiday or life milestone to make yourself feel special. Buy a pair of elegant earrings to celebrate the first day of spring or mark the changing of seasons. You might even consider making self-purchasing jewelry a new annual tradition.
The stats:
- Only 25% of respondents purchase jewelry for themselves less than once a year, meaning many consumers are already on the “treat-yourself-often” train.
- 38% purchase jewelry for themselves at least once a year.
- 27% self-purchase jewelry two-to-three times a year.
- 9% of respondents practice this act of self-love four or more times a year. (Lucky them!)
- These numbers also vary between women and men:
- Less than once a year: 20% of men, 32% of women.
- Once a year: 39% of men, 36% of women.
- Two-to-three times a year: 32% of men, 23% of women.
Quality over quantity
Encourage customers to invest in high-quality pieces that will stand the test of time, reflecting lasting self-worth.
Example: Consider purchasing a classic watch or a pair of diamond studs that you can wear and cherish for years to come.
The stats:
- Male respondents most often cite quality as the key factor in their jewelry purchasing decisions (49%), compared to 29% who chose design.
- Female respondents weighed quality (36%) and design (37%) more evenly.
- Rings are the category in which both self-purchasing men and women spend the most ($2,501–$4,999), while men and women both spend $1,000–$2,499 on watches, necklaces and bracelets.
- Women tend to spend $500–$999 on earrings, while men spend $1,000–$2,499 on the same item.
- Younger self-purchasers tend to spend more on fine jewelry, with 24–34-year-olds spending $2,501–$4,999, while all other age groups buy jewelry valued at $1,000–$2,499.
Encourage personal rituals
Suggest incorporating self-purchasing jewelry into personal rituals, such as meditation or self-care routines.
Example: Consider purchasing jewelry for yourself as a form of self care. The process of choosing, wearing and admiring your jewelry can bring joy and contribute to your overall well-being. Use a meaningful necklace as part of your daily meditation practice to boost self-love. Taking a moment to slow down and admire the sparkle of a diamond or the shimmer of silver or gold can serve as a daily mindfulness practice.
The stats:
- 27% of respondents purchase jewelry for themselves due to the need for retail therapy.
This motivation is more common among women, with 31% of female respondents selecting it, compared to 23% of male respondents.
Celebrate milestones
Remind customers to celebrate life milestones, both large and small, with a lasting piece of jewelry. These milestones may include starting a new job, moving to a new city, embarking on life-changing travel, the birth of a child, graduating, retiring and celebrating a special anniversary.
Example: Mark the purchase of your first home, your child's graduation or your own personal achievements with a commemorative piece. For instance, buy a charm bracelet and add a new charm for each significant life change or realization.
The stats:
- While holidays and birthdays are the most common triggers for self-purchasing jewelry (67% of respondents), "vacation and travel" and "promotion or job change" were tied for second place, with 29%.
Offer personalization options
Allow customers to personalize their jewelry, making it truly unique and meaningful.
Example: Customize a pendant with an engraving of a personal mantra or a significant date.
Using these strategies and positioning jewelry as a means for self-celebration and self-expression, you can empower customers to treat themselves not just on a holiday or birthday, but year-round. In doing so, they can create a deeper connection with the jewelry they wear, making each piece a tangible reminder of their self-worth and personal journey.
Based on our research, the majority of self-purchasers are interested in creating a legacy by passing on their jewelry to future generations. Therefore, it's important to remind customers to regularly inspect their jewelry to keep it in good condition and properly protected with expert jewelry insurance.
If you would like more information on the findings from our self-purchaser research, check out the press release in our Newsroom.
