SEATTLE, Feb. 1 /PRNewswire-FirstCall/ -- On bended knee? Does size matter? Clooney or Pitt? Aniston or Jolie? These are just a few of the questions answered in the Valentine's Day Romance Survey* commissioned by Blue Nile, the nation's leading online jeweler. With more than 50,000 Americans popping the question this Valentine's Day**, Blue Nile's survey examines many of the traditions -- old and new -- that have become synonymous with romance, proposals, February 14, and of course, diamonds.
"Our Valentine's Day Romance Survey shows romance is alive and well, but also that many of the traditional proposal practices are evolving," said John Baird, diamond and jewelry expert for Blue Nile. "Traditions such as proposing on bended knee and the man choosing the engagement ring alone are much less popular than anticipated. However, the study also showed that traditional proposal customs were much more important to younger adults, suggesting we're entering a new era of romance."
Key findings include:
-- To knee or not to knee? Only 36 percent of adults believe it is
important that a man get down on one knee when he proposes.
Surprisingly, more men than women believe this is an important
tradition (40 percent men vs. 32 percent women). Out West it's even
less important, as 71 percent plan to keep both feet firmly on the
ground. However, young adults, aged 18-34, are much more inclined to
feel it's important to propose on bended knee, 59 percent, compared to
an average of 25 percent for older age groups.
-- Let's get personal ... Americans would choose to propose at a spot that
has personal significance to the couple (83 percent), over a nice
restaurant (12 percent), a public sporting event (1 percent), or even a
romantic destination, such as the Eiffel Tower (4 percent). Even more
important? -- Leave family and friends at home, say 91 percent of
respondents.
-- Size matters -- Especially if you live in the Northeast. While only 41
percent of adults admit that the size of the diamond is important, it's
a bigger deal in the Northeast, where 49 percent indicate size matters,
compared to 39 percent of those living in other regions of the country.
It also matters more to men (44 percent men vs. 39 percent women),
suggesting just how much they fret over the proposal and the engagement
ring purchase.
-- Two's company ... Sixty percent of adults believe both members of the
couple should be involved in choosing an engagement ring. Perhaps men
want women involved in the process out of fear of choosing the wrong
ring (62 percent men vs. 58 percent women).
-- Should I ask for their blessing? The majority, 53 percent, say it's
important to ask your future in-laws for their blessing. It's
especially true in the South, where 58 percent say it's important,
compared to 50 percent of those living in other regions. Again, young
adults (61 percent), and especially young men (68 percent), were most
likely to adhere to this tradition, compared to 49 percent of those in
other age groups.
-- Be honest, is it cheesy? No, a Valentine's Day proposal is romantic,
according to 63 percent of adults. Unlike other traditions where
younger adults were more likely to adhere to romantic traditions,
respondents find a Valentine's Day proposal more and more romantic as
they age.
-- Jolie or Aniston? We'll take Jolie. Adults choose Angelina Jolie
(chosen by 19 percent of men) and George Clooney (chosen by 27 percent
of women) as the celebrities they would most want to receive
Valentine's Day proposals from this February. At the bottom of the
list, Tanya Harding and Axl Rose each received one vote. A surprising
number of adults are not enamored of the rich and famous, with 32
percent saying they wouldn't want a proposal from any celebrity.
"Just as proposal traditions change over time, so is the manner in which adults are buying engagement rings," said Mark Vadon, CEO of Blue Nile. "Our commitment to consumer education, award-winning customer service and quality, along with the value we provide, has made Blue Nile one of the largest sellers of high-quality diamond engagement rings in the U.S."
Whether on bended knee or not, for those planning to pop the question this Valentine's Day, Blue Nile offers the following tips:
-- Research, research, research: Buying a diamond is not rocket science. Web sites like BlueNile.com have thorough education sections. With a little research men can quickly become experts and buy like a professional diamond buyer. -- Buy certified: All diamonds are not created equal. The best have been graded by independent gem laboratories. Insist your diamond is accompanied by an independent grading report from either the GIA (Gemological Institute of America) or AGSL (American Gem Society Laboratories). Diamonds accompanied by grading reports from these labs are the most highly valued, as their quality is considered guaranteed. -- Of "The Four C's," don't sacrifice on cut: A diamond has four major characteristics -- cut, color, clarity, and carat weight, known as "The Four Cs." These characteristics determine the diamond's quality and price. All are important, but a diamond's cut is the most critical because it creates the most sparkle. Even a diamond with perfect color and clarity, but a poor cut, will appear dull. -- It's OK to be shy: Diamond prices jump at the carat and half-carat marks, so try to buy just shy of these levels. For example, instead of a 1 carat, look for a .95 carat diamond. You'll save a significant amount of money and the slight size difference will never be noticed. -- The sweet spots: As color and clarity grades improve, diamond prices increase. However, above certain color and clarity grades the human eye cannot detect these subtle differences. In effect, you're paying for something that you can't see. For example, to achieve the best value consider a near-colorless (G-H) instead of a colorless (D, E, F) diamond or a VS2 (Very Slightly Included) clarity grade as opposed to an FL (Flawless) clarity grade.
For Valentine's Day, all Blue Nile orders are shipped absolutely free. Customers can place orders for most items as late as Monday, February 13, at 3 p.m. ET, to receive free overnight shipping in time for Valentine's Day.
*Survey Methodology
Harris Interactive(R) fielded the study on behalf of Blue Nile, Inc. from January 19-23, 2006, via its QuickQuery(SM) online omnibus, interviewing a nationwide sample of 2,417 U.S. adults aged 18 and over. Data were weighted to reflect the total U.S. adult population on the basis of region, age within gender, education, household income, race/ethnicity, and propensity to be online. In theory, with a probability sample of this size, one can say with 95 percent certainty that the overall results have a sampling error of plus or minus 3 percentage points of what they would be had the entire U.S. adult population been polled with complete accuracy. Sampling error for the various sub-samples are higher and vary. This online sample is not a probability sample.
About Blue Nile, Inc.
Founded in 1999, Blue Nile is the leading online retailer of diamonds and fine jewelry. It has built a well respected brand by providing consumers with a better way to buy diamonds and fine jewelry. Blue Nile has established some of the highest quality standards in the industry and provides consumers with in-depth educational materials and unique online tools that place consumers in control of the jewelry shopping process. The Blue Nile Web site showcases more than 60,000 independently certified diamonds and more than 1,000 styles of fine jewelry at prices significantly below traditional retail. Blue Nile can be found online at http://www.bluenile.com/, http://www.bluenile.ca/ and http://www.bluenile.co.uk/. Blue Nile's shares are traded on the Nasdaq National Market under the symbol NILE.
About Harris Interactive(R)
Harris Interactive Inc. (http://www.harrisinteractive.com/), based in Rochester, New York, is the 13th largest and the fastest-growing market research firm in the world, most widely known for The Harris Poll(R) and for its pioneering leadership in the online market research industry. Long recognized by its clients for delivering insights that enable confident business decisions, the Company blends the science of innovative research with the art of strategic consulting to deliver knowledge that leads to measurable and enduring value. Harris Interactive serves clients worldwide through its United States, Europe (http://www.harrisinteractive.com/europe) and Asia offices, its wholly-owned subsidiary Novatris in Paris, France (http://www.novatris.com/), and through an independent global network of affiliate market research companies. EOE M/F/D/V
To become a member of the Harris Poll Online(SM) and be invited to participate in future online surveys, go to http://www.harrispollonline.com/
**American Wedding Study 2002.
First Call Analyst:
FCMN Contact: nick@sparkpr.com
