DE BEERS

NEW RESEARCH FROM DE BEERS GROUP SHOWS US CONSUMERS WILL SEEK MORE MEANINGFUL GIFTS WITH ENDURING VALUE AFTER LOCKDOWN

Findings are the first in a series of Diamond Insight ‘Flash’ Reports De Beers Group will publish

As consumers in the US reassess their purchasing behaviour in light of the COVID-19 pandemic, gifts that are meaningful and that retain their value will be the priority as people emerge from lockdown, according to new research undertaken over the past nine weeks by De Beers Group.

The research demonstrated that lockdown had made many consumers feel grateful for things they used to take for granted, such as spending time with family, and that this would influence their purchasing and gifting behaviour in future.

When it came to gifting and in particular looking forward to the holiday season, 56 per cent of respondents felt gifts should be meaningful, over and above being practical, functional or fun. Diamonds were seen as the top gift for symbolising intimacy, connectedness and love among both men and women, with the primary desire for purchasing being a reflection of gratitude and acknowledgement during the current crisis.

Ninety per cent of respondents said that choosing gifts that hold their value over time would be an important consideration this holiday season, and more people chose diamonds as the top choice for a gift of this nature from a list of luxury items including designer clothing and accessories, electronic devices, a piece of furniture, or other jewellery.

The findings are the first in a series of Diamond Insight ‘Flash’ Reports that De Beers Group will publish to share insights regarding the evolving consumer perspective and what it means for diamonds as the world passes through the stages of the COVID-19 crisis.

Other findings from the first report published today include:

  •   Around two-thirds of the consumers polled indicated their personal finances have not been affected by COVID-19. Three-quarters of consumers said that COVID-19 had not impacted their likelihood to purchase diamond jewellery and the majority of respondents continued to wear their diamond jewellery during lockdown because it made them ‘feel connected to someone’.
  •   Consumers felt safest shopping for jewellery online; however, they clearly distinguished local independent jewellers as the best source for knowledge and product quality, as well as being considered the safest of all the physical outlets for jewellery shopping.
  •   Forty-five per cent of respondents said that they would seek to buy fewer, better things when considering clothing and jewellery purchases after the lockdown.

 Consumer preference for travel continues to show a declining trend, with 39 per cent of consumers saying it will be seven to 12 months before their travel spending stabilises.

Bruce Cleaver, CEO, De Beers Group, said: “The COVID-19 crisis and associated lockdowns have caused people in the US and around the world to re-evaluate their lives and the importance of the people in them. While consumer confidence and spending has been significantly impacted in the US, this research highlights that diamonds will nonetheless have a unique role to play in people’s lives in a post-lockdown world as they seek to celebrate their most meaningful relationships. While it will take some time for the market to recover fully, we hope these insights will assist large and independent jewellery retailers alike to understand the evolving consumer perspective as we move through and emerge from the crisis.”

DE BEERS集團發表最新研究報告

揭示美國消費者於未來封城結束後

將尋求富有意義且保值的禮物

 

調查結果來自De Beers集團今年首份鑽石行業洞察特別研究報告

De Beers集團於過去九星期進行最新研究,揭示新型冠狀病毒疫情的打擊,促使美國消費者重新審視自己的消費行為,並於未來封城結束之後,會優先考慮富有意義且更保值的禮物。

研究結果顯示,許多消費者在封城措施下,不再視身邊擁有的事物為理所當然,反而更懂感恩,例如更珍惜與家人共度的時光。這會影響他們未來購物和送禮的考慮。

在送贈禮物方面,尤其於年末的佳節旺季,56%受訪者認為禮物應該饒富意義,並非只講求實用、性能或玩味。鑽石在這方面獲視為最佳禮物之選,全因鑽石象徵親密關係、緊密聯繫,無論男性和女性均會以鑽石傳愛,因此消費者在當今疫情危機下,希望購買鑽石向身邊人表達感謝和欣賞。

此外,有90%受訪者表示在佳節選擇禮物時,會重視禮物是否保值。更多消費者認為鑽石於這方面的表現比其他名貴禮品更為突出,超越名牌服裝和配飾、電子器材、家具和其他形式的珠寶,成為最佳禮物之選。

這次研究的結果只是開端,De Beers集團未來將會繼續發表一系列鑽石行業洞察特別研究報告,除了分享消費者不斷轉變的視點,也會探討全球跨越疫情危機過後,鑽石所富有的意義。

這份研究報告亦包括以下重點:

  • 參與研究的消費者之中,約三分之二表示個人財務未有受疫情影響;四分之三消費者指出疫情未有影響他們購買鑽飾的意欲。大部分受訪者於封城措施下繼續佩戴鑽飾,因為這樣能令他們「感受到與別人的聯繫」。
  • 消費者認為在網上購買珠寶最感安全,但他們亦清楚指出本地的獨立珠寶商最具專業知識,產品質素亦為最佳,若要親身前往店鋪選購珠寶,獨立珠寶商亦是最安全的選擇。
  • 45%受訪者表示封城結束後,會考慮減少購買服裝和珠寶的數量,但會選擇更優質的商品。
  • 消費者對旅遊的意欲持續下降,39%受訪者表示他們的旅遊預算仍需要7至12個月才會穩定下來。

De Beers集團行政總裁Bruce Cleaver表示:「新型冠狀病毒危機及相關封城措施,令美國以至全球消費者均重新審視自己的生活,並且更重視生命中值得珍視的人。雖然美國消費者對購物的信心和花費大受影響,但我們的研究顯示待封城結束之後,鑽石仍會佔有一席重地,讓消費者慶祝生命中最具意義的時刻。儘管市場完全復甦仍需一段時間,但我們希望這次研究帶來的啟發,能協助大型珠寶商和獨立珠寶商了解消費者不斷轉變的視點,為疫情過後的市況作好準備。」