Abstract

The jewellery industry plays a significant role during holiday seasons, serving both emotional and economic functions in consumer behaviour. This paper examines the contribution of the jewellery market to holiday retail periods, highlights global and Australian market dynamics, and explores how jewellery brands such as Bevilles drive seasonal purchases through targeted offerings. Supported by market data, this analysis underscores how jewellery reinforces traditions, boosts retail performance, and shapes consumer sentiment during key festive occasions.

1. Introduction

Jewellery has long been associated with celebration, love, and meaningful life events. Whether given for Christmas, Valentine’s Day, anniversaries, or birthdays, jewellery serves as a visible symbol of affection and commemoration. Retailers such as Bevilles provide a wide range of jewellery gifts that cater to these sentimental occasions, from affordable options under $100 to premium diamond pieces.

2. Current Jewellery Market Overview

2.1 Global Industry Size and Growth

The global jewellery market continues to expand steadily:

• In 2025, the global market was estimated at USD 381.54 billion, and it is projected to reach USD 578.45 billion by 2033 with a compound annual growth rate (CAGR) of 5.5% from 2026 to 2033.

This growth reflects increasing disposable incomes, evolving fashion preferences, and the cultural importance of gifting jewellery during celebrations such as holidays, weddings, and anniversaries.

3. Jewellery’s Role in Holiday Gift Markets

3.1 Economic Contribution During Holidays

Retail performance during key holiday periods highlights jewellery’s importance:

• Holiday seasons, including Christmas, Black Friday, and Valentine’s Day, are peak periods for discretionary purchases and gift giving, where jewellery is a top category. Retailers often report that two-thirds of annual profits for discretionary retailers can come from holiday sales, with many consumers beginning holiday shopping earlier each year.

Although specific jewellery-sector holiday sales statistics for Australia are limited, broader industry data shows jewellery segments often experience increased average purchase values and volumes during such peak seasons.

3.2 Consumer Preferences for Jewellery Gifts

Jewellery’s symbolic value drives consumer preference:

• Consumers frequently choose jewellery as a holiday gift to express emotional sentiments such as love (Valentine’s Day), celebration (Christmas), and personal milestones (birthdays and anniversaries).
• Retailers like Bevilles explicitly market jewellery as ideal holiday gifts across a variety of price points — ranging from affordable pieces under $100 to sophisticated diamond jewellery — making it accessible for a variety of budgets and gift occasions.

This breadth of choice supports robust holiday gifting demand throughout the year.

4. Retail Strategies and Seasonal Marketing

4.1 Holiday-Focused Product Positioning

Jewellery retailers tailor their offerings to holiday occasions:

• Bevilles’ Valentine’s Day gift guide showcases items including diamond rings, gold jewellery, and personalised pieces, emphasizing the emotional impact of jewellery gifts.
• Seasonal promotions like Black Friday deals and Christmas gift collections help drive incremental seasonal purchases by offering price incentives and curated gift choices.

These strategies align well with consumers’ holiday-driven purchasing behaviour and often result in higher transaction values during peak retail quarters.

4.2 Price Tier and Gift Accessibility

Bevilles and similar retailers structure their gifting options across price tiers:

• Jewellery available at gifts under $100 can attract holiday budget-conscious shoppers, expanding the market beyond luxury spending to include a wider demographic of gift buyers.

This tiered approach enables retailers to capture both emotional spending and practical gift purchases, enhancing overall holiday season revenue.

5. Market Challenges and Future Outlook

Despite positive holiday performance, the industry also faces challenges:

• Retail store closures have been noted across the Australian jewellery sector over the past decade, indicating structural pressures that challenge traditional physical retail.

However, the holiday gift season remains a critical driver of revenue and consumer engagement. As digital channels and e-commerce continue to evolve, jewellery retailers are increasingly leveraging online promotions and omni-channel experiences to maintain and grow holiday sales.

6. Conclusion

Jewellery plays a significant role in holiday gift markets, representing both emotional value and economic impact. The global market’s steady growth — propelled by cultural gifting patterns and increasing consumer spending power — underscores jewellery’s continued relevance in festive retail periods. Retailers like Bevilles contribute to this trend by offering curated, holiday-oriented collections that cater to various gifting motivations and price segments. As digital transformation continues to shape consumer behaviour, jewellery’s symbolic and economic importance in holiday seasons is set to remain strong.