Re-shaping priorities: The Knot x De Beers
In an effort to more deeply explore attitudes to commitment and engagement in a COVID-19 world, De Beers Group collaborated with engagement, wedding planning and registry resource The Knot to create The Knot x De Beers Engagement Expectations Study.
In an online, national survey, fielded the week of October 26, The Knot checked in with 360 female consumers who follow How They Ask on Instagram and are in serious relationships and planning to get engaged. The Knot asked how COVID has affected them.
Just over half of respondents say that COVID-19 has had a moderate to significant impact on near-term life plans, such as where they’ll live, for them and their partner. Twenty-one percent say that COVID-19 has had no impact on near-term plans.
Planning the engagement
In terms of getting engaged, about one-third of respondents say they believe their engagement will happen later than planned due to the COVID-19 pandemic, but only 11% believed the pandemic would result in spending less on a ring.
Right now, women are more likely to have thought a lot about their engagement ring (54%) than other aspects of the future like the wedding (32%) or honeymoon (15%), supporting jewelers’ hypothesis that engagement ring sales are strong because wedding/travel budget is being diverted to the ring.