A new survey by the National Retail Federation (NRF) and Prosper Insights & Analytics reveals a promising trend for the upcoming holiday season: younger shoppers are driving a surge in jewellery purchases as gifts.
While traditional categories like clothing and toys remain popular, the survey highlights a significant increase in interest for jewellery, particularly among those aged 18-24. This demographic, known for their social media savvy, is turning to platforms like TikTok and Instagram for gift inspiration, with 30% planning to gift jewellery this holiday season. This is the highest percentage of any age group.
“Younger shoppers continue to embrace social media for gift ideas, with those between the ages of 18-24 more likely to find inspiration through platforms such as TikTok (28%) and Instagram (27%),” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said. “These shoppers are also more likely than any other age group to purchase jewellery, with 30% planning to gift these items.”
Despite the shift towards jewellery, the survey also predicts a record-breaking holiday shopping season. Total spending is expected to reach between $979.5 billion and $989 billion, with online searches remaining the top source of gift inspiration for most shoppers (44%).
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