Russians talked about spending money when choosing jewelry as a gift

The amount that Russians are willing to spend on jewelry as a gift directly depends on the seriousness of the relationship. This is stated in a study by the SOKOLOV jewelry brand, which was reviewed by Izvestia on June 10.

At the initial stage of a relationship, one in four (25%) avoids such gifts altogether. Those who still decide to buy, most often choose products worth from 5 thousand to 10 thousand rubles (28%). At the same time, women are less likely than men to give jewelry at the beginning of a relationship (33% versus 20%).

When feelings become stronger, the gift budget increases. If in the early stages the majority fits into 5-10 thousand rubles, then in a serious relationship 30% of respondents consider an acceptable amount from 20 to 50 thousand rubles. Among married couples, 56% are already ready for such a range. Interestingly, men are more likely than women to choose expensive jewelry.: 25% of them consider gifts for 50-100 thousand rubles, while among women there are only 14%.

The main reason why Russians give jewelry is the desire to please a loved one (63%). However, 38% emphasize the seriousness of their intentions in this way, and 27% choose jewelry for special occasions. Women are more likely than men to see a gift as a way to express emotions (58% vs. 45%).

The stronger the crush, the more people are willing to spend. For 38% of respondents, the budget increases 1.5–2 times, 13% spend two to three times more than usual, and 14% stop counting money altogether.

When choosing jewelry, the most important thing is the quality of materials and design (23% each). However, men are more likely to pay attention to the product's appearance (25%), while women are more likely to pay attention to its symbolism and the emotions it evokes (20% and 17%, respectively). At the same time, for 24% of the respondents, the price does not matter.

The most expensive gifts are most often presented in the first year of a relationship (22%), in the period from one to three years (20%), as well as during courtship (19%) and engagement (14%). Men are more active in making expensive gifts in the early stages (24% versus 21% for women).

At the same time, one in five (20%) has at least once thought about saying that jewelry is more expensive than it actually is. 12% admitted that they had tried it and it worked. However, the majority (58%) consider this approach to be disingenuous.

As a result, opinions were almost evenly divided: 49% are sure that the price of the gift reflects the strength of feelings, while 50% disagree.

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Earlier, on February 13, it was reported that among the men surveyed, 38% of respondents usually bring flowers on a date, 16% come without a gift, and 25% give something only in honor of the holiday. However, 43% of Russians come to such a meeting without a gift, and 37% make surprises exclusively on holidays. This is stated in the results of a study by experts of the Humopeu wallet and the Check Index analytical resource of the OFD Platform.