Russians have become more interested in jewelry

Among the Russians surveyed, 37% purchased jewelry in 2024, which is 9 percentage points more than a year earlier. In 2025, they plan to make a purchase of 40%. This is stated in the results of the Yandex Advertising survey, which were reviewed by Izvestia on May 20.

This year, about 19 million people were interested in jewelry and watches in the search. As a rule, half of the respondents purchase two or three pieces of jewelry per year, and one in four purchases four to five pieces. The average check is 24,914 rubles. At the same time, 60% are looking for promotions and promo codes in such cases, and one in two buys at sales.

"According to our surveys, every second jewelry buyer usually knows in advance which brands and which stores they will purchase. These customers already have their favorite brands and familiar points of sale — most often two or three at once. However, about half of them constantly switch between different brands, and a third are willing to try new brands, which they learn about from advertising in 40% of cases," said Anna Savelyeva, industrial leader of the Jewelry category at Yandex Advertising.

According to her, there is a trend towards impulsive purchases: 53% purchase jewelry spontaneously, focusing on visual appeal and original design.

However, watches are a special category where the brand is crucial. Over the past year, 20% of respondents have purchased them, and 15% plan to purchase them in 2025. At the same time, 27% choose prestigious and premium brands. Interest in them has grown by 20% in 12 months.

Earlier, on April 18, it was reported that in 2024, Russians increased spending on gold products with diamonds by 25% compared to 2023. The total expenditure of the population on these goods has reached 106 billion rubles. This follows from the data of the jewelry company "Alcor".