The SOKOLOV analytical center examined spending patterns on women’s jewelry bought by men around the New Year season and shared findings with socialbites.ca. The goal was to understand where men invest most when gifting jewelry and which pieces capture the strongest interest.
In the first two weeks of December 2023, men bought 42% more women’s jewelry than in the same period a year earlier. The researchers note that the typical purchase value for these gifts stood at 7,204 rubles, signaling a robust demand as the holidays approached. This spike reflects a trend where men often treat jewelry shopping as a measurable expression of generosity during the festive stretch, aligning with broader consumer behavior observed in the jewelry segment during year-end celebrations.
Among the stores within the SOKOLOV network, Rostov-on-Don reported the highest average ticket, reaching 9,673 rubles. This indicates a pattern of substantial gifts in certain markets, possibly driven by local preferences, event calendars, and the availability of premium pieces that appeal to gift buyers at the moment of interest.
Following Rostov-on-Don, Moscow ranked second with an average spend of 8,826 rubles. The third position was taken by Yaroslavl, where the average gift value was 8,703 rubles. Analysts also highlighted that St. Petersburg appears in the upper tier of cities for male generosity, recording an average of 8,420 rubles. Taken together, these findings map a geography of higher-end gifting that spans major metropolitan areas and regional centers alike.
The report notes that in 2023, prior to the New Year holidays, rings emerged as the most frequent selection when men shopped for friends within the jewelry chain. Earrings and chains also ranked among the top three gift categories, signaling a strong preference for visible, wearable tokens of affection and celebration during the season of giving.
Regarding popular materials, red gold stood out as the leading choice for New Year gifts. Experts also pointed to white gold and silver as prominent alternatives, all of which appeared in the top three compositions sought by gift buyers. This material mix reflects enduring customer interest in warm tones, lasting finishes, and the traditional appeal of precious metals in holiday gifting rituals.
These insights offer retailers and market observers a sharper view of how gift-buying behavior unfolds around festive dates. They illustrate not only which cities whisper the loudest about generosity but also how product preferences shift with the season, social dynamics, and the availability of specific jewelry categories. For brands operating in North American markets, the patterns underscore the value of aligning product assortments with seasonal gifting impulses and of communicating clear value around pieces that elevate everyday style into occasion wear.
Historically, surveys in related consumer demographics have shown similar dynamics: a notable portion of buyers lean toward rings and pendants as meaningful presents, with a preference for warm-toned metals that convey a sense of celebration. The contemporary jewelry shopper often weighs emotional significance alongside price, quality, and brand storytelling, making end-of-year campaigns especially potent for driving both traffic and conversions. In practice, retailers can respond by highlighting curated gift guides, flexible returns, and security in purchasing high-value items, while marketing messages emphasize timeless design and the personal symbolism embedded in a piece of jewelry.
In summary, the year-end gifting period reveals a clear pattern: men in larger cities tend to spend more on jewelry for women, with rings, earrings, and chains leading the way, and red gold remains the preferred metal for standout presents. The cross-market resonance of these findings helps retailers in Canada and the United States tailor assortments and messaging to align with consumer expectations during the holiday season and beyond.