ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
SurveysFeb 06, 2016
Survey: Millennials Prefer More Personal Gifts
The latest Time Inc./YouGov survey on the buying habits of the wealthiest Americans sheds light on what each age group will be giving this holiday season.
New York--Twenty-four percent of affluent consumers in the United States plan to give jewelry or watches this holiday season, according to the latest Time Inc./YouGov survey, which polls the top 10 percent of American households.
The bad news: The percentage of those with jewelry/watch holiday purchasing intentions is down slightly as compared to last year, when it was at 30 percent.
The good news: Among the top 1 percent of U.S. households (household income $450,000 a year or more), 31 percent said they were planning to buy jewelry/watches for the holidays this year, up from 29 percent last year.
What’s more, despite the industry’s constant consternation about reaching the younger generation, the survey shows that wealthy millennial consumers really do enjoy giving jewelry as a gift.
When asked to list all the categories in which they plan to buy gifts this holiday season, 35 percent of millennial-aged respondents said jewelry/watches, topping both travel/vacations (28 percent) and experience gifts (23 percent.)
YouGov Managing Partner Cara David said what affluent millennials don’t like giving are gifts that are impersonal, such as gift cards.
In fact, the survey showed that millennials are actually the least likely age group to buy gifts cards. Only 22 percent of Gen Y survey-takers said they’ll be giving cash or pre-paid gift cards this holiday season, compared with 30 percent of Generation Xers, 39 percent of baby boomers and 44 percent of matures (ages 70 and up).
David said younger consumers like to give gifts that expose the recipient to new experiences, or that are more personal, which jewelry is.
Time Inc., which publishes Time magazine along with People, Fortune, Real Simple and others, conducts The Survey of Affluence and Wealth a few times a year with market research firm YouGov.
For the 2015 holiday edition, they surveyed 1,076 affluent U.S. consumers online in September.
Other insights from the survey include the following.
- More people are adopting a “one-for-you, one-for-me,” shopping philosophy this year. A total of 42 percent of survey-takers said “yes” when asked how likely it was that they would buy gifts for themselves while shopping for others, up from 36 percent in 2012. Among those self-gifting, 74 percent were millennials and 47 percent were women.
- A lot of people want jewelry for the holidays. When asked what the one gift is that they really hope to receive this year, the third most
Editors' Picks
Sponsored by
popular answer was jewelry, behind only travel/an experience and “something from the heart,” such as arranging to bring the entire family together for Christmas.
Most online shopping still takes place on a laptop/desktop computer. Fifty-eight percent of respondents said they would use a laptop/desktop computer when holiday shopping this season, while 34 percent said they would use a laptop/desktop and smart device, meaning a smartphone, tablet or smartwatch. Only 8 percent said they would be shopping exclusively on smart devices.
Online shopping continues to grow. The greatest percentage of respondents, 39 percent, said their holiday buying would be a mix of online and in-store purchases, though they will be doing more shopping online. This a number that has grown steadily since 2011.
More on Surveys
The Latest
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Weekly QuizApr 30, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
IndependentsApr 23, 2026
Windsor Jewelers Names New Buying DirectorNatalie Feanny has been appointed to the role.
