Buying someone a piece of jewellery this year? We’ve unwrapped a few secrets to help you skip the guesswork and get straight to the giving!
We analysed sales data and Google searches to reveal the most coveted jewellery, who we’re buying it for, and the cities that spend the most.
Gold is in, but make it personal
The most gifted jewellery includes bracelets, necklaces, earrings and watches.
Gold is trending hard over silver this season thanks to TikTok trends, nostalgic designs, and celebrity endorsements, making it a top choice for gifting. Our sales data confirms this, with gold being top choice in eight of the top 10 most purchased Abbott Lyon jewellery.
It doesn’t just stop at gold though. This year personalisation is key as people seek unique, meaningful expressions of identity, celebrate individuality and mark special moments with custom pieces that blend personal significance, artistry, and timeless appeal.
The trend is clear, with seven of our 10 most gifted pieces being personalised.
|
1 |
Signature Name Necklace (Gold) |
|
2 |
Clover Custom Name Bracelet (Gold) |
|
3 |
Signature Name Necklace (Silver) |
|
4 |
|
|
5 |
Clover Custom Name Bracelet (Silver) |
|
6 |
|
|
7 |
Crystal Heart Bangle (Gold) |
|
8 |
Mini Heart Bracelet (Gold) |
|
9 |
Clover Custom Name Necklace (Gold) |
|
10 |
The hits: Personalised pieces in gold
We looked at the online interest of our best sellers to see if search demand matches what people are gifting… and for the most part, it’s a hit!
Search volumes showed high demand for most of the jewellery items on our top sellers list. It also looks like most Abbott Lyon shoppers have recognised their loved ones’ preference for gold this festive season.
The misses: If you want pearls, start dropping hints NOW
On the other hand, if you’ve got your heart set on one of this season’s hottest trends – namely pearl jewellery – you may need to give your person a nudge. Search volumes tell us that pearl items are in demand, but they’re much lower on our shoppers’ lists.
So if you’re hoping to unbox a dreamy pearlcore gift this year, start dropping hints now!
Meanwhile, fidget rings have seen a big surge in searcher interest, but they haven’t been a top priority for buyers. This may be a sign to treat yourself to some fidget jewellery instead.
Best friends outrank partners when it comes to who we’re spoiling
When shelling out for jewellery, partners are further down on the list than you’d think.
Turns out, more people are shopping for their best friends and kids than their significant other. In the UK, partners rank 3rd on our list of who to buy for, a drop compared to last year, when partners were getting the most expensive gifts.
We spoil our BFFs because they’re the ones who stick by us through everything—celebrating our wins, supporting us in tough times, and making everyday life more fun. Like family, but better!
Who we're buying gifts for
London and Glasgow have the most generous gifters!
London may claim to be the UK’s jewel-buying capital with over £1.2 million splurged on gifts, but Glasgow’s surprising surge – closing in at £731,000 – challenges London’s luxury scene.
|
|
City |
Items purchased |
Total Sales |
|
1 |
London |
58892 |
£1,228,290.33 |
|
2 |
Glasgow |
35226 |
£731,229.26 |
|
3 |
Manchester |
32423 |
£648,121.45 |
|
4 |
Liverpool |
31969 |
£638,750.45 |
|
5 |
Birmingham |
24026 |
£464,460.27 |
|
6 |
Bristol |
23108 |
£438,506.26 |
|
7 |
Leeds |
18637 |
£383,977.65 |
|
8 |
Nottingham |
18865 |
£380,465.10 |
|
9 |
Sheffield |
17617 |
£358,517.72 |
|
10 |
Leicester |
13557 |
£269,228.48 |
London is likely to stay ahead of the pack throughout November and December – research predicts that festive season spending in the West End alone will total £1.7 billion, a 3.2% rise in spend compared to last year.
Interestingly, while the southwest was the second biggest-spending region in 2023, it looks like the northwest might overtake them this year, with Manchester and Liverpool among the top spenders.
To wrap things up, personalised goodies are the biggest jewellery winners of the season, and all that glitters is indeed gold. The Friendsmas trend is growing as besties take priority over partners, and Londoners take the crown as the most generous jewellery buyers in the country. If you’re hoping to receive a luxurious gold piece customised with your name or initial, you’re likely to be in luck this Christmas – just make sure you give as good as you get!
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