Holiday Season Predictions: Optimism vs Reality
As the 2025 holiday season approaches, survey findings from PwC suggest consumers are bracing for tighter budgets—spending is projected to drop ~5% compared to 2024, with gift spending falling about 11%. Gen Z shows the steepest cutbacks, while older generations like Gen X and Baby Boomers are pulling back only slightly. Meanwhile, Deloitte remains more upbeat. The real question: in a jewelry market where ethical jewelry and sustainable gemstones are rising demands, how much will value and storytelling matter over pure design?
Deliberate Spending, Not Impulse Buying
Today’s consumers want more than flashy ads—they want brands that “get” them. PwC’s survey shows people are turning to upcycled or resale offerings, seeking sustainable gemstones, and weighing environmental impact alongside style. Brands leaning into lab-grown diamonds or recycled metals may gain ground. But does reduced spending mean brands will lean value-first with less risk-taking designs—or double down on ethics to differentiate themselves?
Retailers on the Edge: Strategy Under Pressure
With rising costs, uncertain tariffs, and supply chain concerns, retailers are being advised to tighten inventory, watch finances, and stay nimble. Jewelry has held up fairly well—but will that resilience continue if inflation or economic stress worsens? Can products that feel luxurious, ethical, and sustainable justify higher prices when consumers are cutting back?
Is Ethical Jewelry the Future, or Just a Luxury Niche?
The tension is clear: for many, ethical jewelry isn’t optional anymore. But can all brands adapt fast enough? Brands that combine strong storytelling, lab-grown diamonds, traceable origins, and sustainable gemstone choices may win loyalty. Others risk being seen as out of touch if they maintain old pricing models or opaque practices.