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Kansas City, MO--Helzberg's 2025 Engagement & Ring Shopping Survey outlines changing habits among younger couples, finding that most prefer private proposals but still collaborate on ring choices and share moments online. A national survey of 1,000 U.S. adults aged 20 to 40 found that 83% favor private proposals, and a majority plan to propose the ring together, according to the news release.

[Image via iStock.com/amenic181]

Helzberg CEO Brad Hampton said couples want private, personal proposals supported by shared planning and clear communication. He added that Gen Z uses social media heavily to research rings but continues to seek advice from trusted jewelers.

As per the report, 79% of Gen Z respondents use social platforms for ring education compared to 63% of millennials. YouTube, TikTok, and Instagram are the top sources for both research and inspiration. Despite this, 83% value the ability to buy in-store, and nearly three in five still plan to purchase directly from a jeweler.

The survey also noted generational differences in proposal planning. 88% of those being proposed to share ring preferences beforehand, but 59% prefer no role in the proposal itself. Gen Z proposers are more open to collaboration (34% vs. 23% of millennials), including choices about who attends and what to wear.

Quality and customization remain top priorities. 96% said quality is important, and 76% would pay more for a custom design. 71% would consider lab-grown diamonds, and 88% of Gen Z list sustainability as a factor when selecting a retailer, compared with 81% of millennials.

The average engagement ring budget was $4,000, with a mean spend of $6,423.

The survey, conducted from July 24 to August 13, 2025, reflects how digital research, social media, and in-store expertise now shape the modern engagement process.

Learn more in this news release.