MILAN – Treat yourself.
According to Yoox Net-a-porter, this will be the imperative driving consumers’ purchases during the holiday season, starting from the upcoming Cyber Weekend.
The Group released on Thursday insights from its global survey of 2,600 luxury customers across four continents, which showed the increasing trend towards high-end self-gifting, the growing importance of exclusivity when choosing gifts and the ongoing popularity of Instagram as a source of inspiration for purchases.
In particular, 65 percent of the surveyed customers intend to treat themselves over the festive period, with Millennials leading the trend and accounting for 70 percent of the share.
Fine jewelry and watches will be among the most popular categories, as the research shows that over 60 percent of women wouldn’t wait for someone else to buy them a desired jewel. According to the survey, most popular items will include statement diamond earrings and pieces with colored gemstones. Similarly, over 70 percent of men will opt for buying a luxury watch for themselves.
These categories reflect how luxury customers – especially Millennials – are increasingly seeking exclusive items, as well as one-of-a-kind experiences.
Net-a-porter 2018 holiday campaign.
To meet the demands of the 40 percent of surveyed shoppers looking for pieces that aren’t widely