Lockdown's Silver Lining: Engagement Ring Sales Soar 40% as Bumper Winter Proposals Expected

Christmas and New Year are the most popular times to propose in the UK, but 2020 could see more couples than ever sporting a diamond sparkler on their finger.

The first lockdown in March encouraged many couples to move in together for the first time, while others found their relationship strengthening as they leaned on their partner to get through this difficult year. The fruits of both the first and second lockdown are now being harvested as winter is set to be a bumper year for proposals.

Google searches for engagement rings have soared 22% this autumn compared to last year, while jewellers across the country are reporting a huge leap in sales following lockdown.

Fine jewellery brand Fenton & Co saw engagement ring sales soar 40% this year, as did ethical jeweller Lebrusan Studio. Lebrusan also reported a massive 1,200% increase in searches for commitment rings - which are often used as a placeholder for engagement rings.

David Allen, engagement ring expert at Purely Diamonds, said, "With the ongoing pandemic and the continuing restrictions due to lockdowns across the country, you'd expect that many proposal plans would be scuppered, but surprisingly it hasn’t. Couples are still asking the all-important question, even in the middle of a pandemic."

One Londoner who is planning to pop the question this Christmas told Hitched that working from home meant he finally had more time to invest in his relationship. "I've been with my girlfriend for four years and living with her for a year and a half now. We both have busy jobs and don't get to spend as much time together as we'd like. Suddenly we were in lockdown and spending every day together and I was the happiest I'd ever been.

"We'd put so much effort into creating themed date nights for each other and we started up new hobbies together - apparently I quite like knitting! - and on our lowest days, we'd have each other to cry with or eat chocolate on the sofa and binge Netflix. I woke up excited every morning to sit across the kitchen table from her and see how we'd make each other laugh that day, and that's when I knew it was the right time to ask if she wanted to do that for the rest of our lives."

Like many, he's waiting until Christmas to propose as he hopes that the five days of eased restrictions mean they'll be able to have small celebrations with both their families. 

There's a few interesting trends that are emerging among these engagement ring sales:

Ring Shopping on Mobile Phones Is Rising

Google search trends have shown a small but significant increase in people searching for their engagement rings on mobile phones. With jewellery shops closed and less privacy as we live and work around our partners 24/7, it's no surprise that researching and shopping for engagement rings on phones is more popular this year than in 2019.

Commitment Rings Have Exploded in Popularity

While sales of wedding bands have slowed in the past eight months as ceremonies are put on hold, the opposite is true for commitment rings.

"A commitment ring might replace a formal engagement ring or wedding band altogether, or simply act as a placeholder until things return to 'normal'," explains Arabel Lebrusan, founder of Lebrusan Studio.

"Many couples have spent more time together this year than ever before, weathering the storm as a team and bonding over this unprecedented experience. With traditional wedding ceremonies few and far between, lots of these couples are now looking for alternative means to cement their love.

"A commitment ring says 'I am committed to you and I want to spend the rest of my life with you' - a solid message at a time of uncertainty, and an equivocal symbol of hope for the future."

As couples renew vows and make future plans to get engaged when life allows, commitment rings are likely to continue to be a trend going into 2021 and beyond.

Customers Are Willing to Spend Big on Bespoke Rings

Bespoke engagement ring sales are on the increase, which jeweller Emily Mortimer thinks is due to customers wanting to support independent brands during a tough year for small businesses.

“I have been told during lockdown 30% of people have made life changing decisions, one of those decisions has to be deciding to spend the rest of your life with someone," said Emily.

"Lockdown has bought a lot couples closer together and after a long period of no celebrations I think people are so excited to propose, create something truly special for their loved one and look forward to the future.

"I think my customers are also wanting to support independent brands rather than larger retailers which is why there has been a rise in bespoke engagement rings.”

In a year when so many decisions have been taken out of our hands, designing a ring and pouring love and effort into it can be a wonderful way to re-centre future plans and all the things that are important in your life.

Arabel Lebrusan noted that she'd seen a 58% increase in how much customers were spending on engagement rings, going from an average of £2,595 to £4,125, "thanks largely to a spike in demand for high-end bespoke engagement rings."

Diamonds Retain Their Shine

Coloured gemstone engagement rings have skyrocketed in popularity in recent years, but Arabel says the past six months have seen the diamond engagement ring reign supreme at Lebrusan Studio.

"We wonder, perhaps, if this reversion to the traditional reflects a general yearning for familiarity at an otherwise strange and uncertain time. While the world is up in arms, facing a global pandemic of unprecedented scale, the diamond remains a firm symbol of foreverness; a timeless romantic gesture. When all else fails, love prevails; a message just as dependable as the diamond engagement ring's ability to woo."

Black Friday and Cyber Monday are expected to be crucial for jewellery businesses after many lost out of wedding ring sales throughout the year. With huge discounts available from high street retailers and independent jewellers, we can expect engagement ring sales to climb even higher.

Look out for all those Christmas and New Year proposals flooding your Instagram feed come January; it's the silver lining of lockdown.