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.
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
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.
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.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
CrimeApr 22, 2026
New Mexico Couple Pleads Guilty to Selling Fake Native American JewelryThe pair falsely claimed their jewelry was made by Navajo artists, but it was imported from Vietnam.
AuctionsApr 22, 2026
Roberta Flack’s Jewelry Is Going Up for AuctionJulien’s Auctions is selling the musician’s fine and fashion jewelry alongside her clothing, gold records, and other memorabilia.
CollectionsApr 22, 2026
British Museum Curator Pens Book on ‘The Tudor Heart’Rachel King’s book dives into the history of the pendant believed to have belonged to Henry VIII and his first wife, Katherine of Aragon.
Events & AwardsApr 22, 2026
Here’s What Sy Kessler Has on Tap for Las Vegas The company will have deals on precious metals testers as well as the latest in lab-grown diamond detection technology and security.
WatchesApr 21, 2026
Coco Chanel Enters the Game with New Watch CollectionGabrielle “Coco” Chanel is a character in the “Coco Game” collection of watches and the queen in its first haute horlogerie chessboard.
IndependentsApr 21, 2026
Meet Jewelers of America’s 2026 ‘20 Under 40’ ClassThe annual list honors rising professionals on the retail and supply sides of the jewelry industry.
CrimeApr 21, 2026
Customs Nabs 1,500 Pieces of Counterfeit Jewelry Bound for NYCSeized in Kentucky, the packages include fake Cartier, Tiffany & Co., Chanel, and Fendi jewelry.
CrimeApr 20, 2026
Queens Man Convicted in Bludgeoning Death of Pawn Shop OwnerRodolfo Lopez-Portillo faces 25 years to life in prison after being found guilty in the March 2022 beating death of Arasb Shoughi.
TrendsApr 20, 2026
Beth Bernstein, Sonia Esther Soltani Pen New Jewelry Book“Jewelry Creators: Dynamic Duos and Generational Gems” highlights the relationships among 22 influential designers, brands, and gem dealers.
Events & AwardsApr 20, 2026
Atlanta Jewelry Show’s Spring Event Is Hitting the RoadThe AJS Spring 2027 show will be held in Savannah, Georgia, with future shows taking place in other Southeast cities.
MajorsApr 20, 2026
Kendra Scott Names New CFO, Chief Business OfficerThe jewelry retailer plans to open 20 new stores this year and expand into new product categories.
TrendsApr 17, 2026
New (Groundbreaking) Floral Jewelry for Spring 2026Flower motifs are the jewelry trend blooming amongst the new collections that debuted this spring.
MajorsApr 17, 2026
QVC Group Files for Chapter 11 BankruptcyThe retailer reported an 8 percent decline in annual sales as it struggles under the weight of billions of dollars of debt.
CollectionsApr 17, 2026
Edina Kiss’ Earrings Are the Devil on Your ShoulderThe “Devil” drop earrings, our Piece of the Week, are part of designer Edina Kiss’ new namesake jewelry line that she will show at Couture.
CrimeApr 17, 2026
FBI Issues Warning to Refineries, Retailers Due to High Price of GoldThe alert states that burglary crews are targeting jewelry businesses and details how jewelers and refineries can protect themselves.
WatchesApr 16, 2026
Cartier Brings Back the RoadsterThe “watchmaker of shapes” debuted the reworked version of the vintage sports car-inspired timepiece at Watches & Wonders.
IndependentsApr 16, 2026
Edge Retail Academy Updates Leadership TeamAs demand for jewelry retail coaching grows, the company has established a dedicated business coaching leadership team.
