The year 2024 marked a significant change in how Poles perceive and invest in gold. Once seen as an elite asset, gold has become increasingly accessible to a broader audience, from young savers to seasoned investors. Small, regular purchases are replacing large, one-time transactions, driven by economic uncertainty and growing financial awareness. “Gold is no longer the domain of millionaires or central banks – today, anyone can start building their future with this royal metal,” notes Michał Tekliński, a gold market expert from Goldsaver (part of the Goldenmark Group).
Changing Investment Preferences
A noticeable trend in 2024 was a shift in purchasing preferences among investors. The standard gold ounce (31.1 grams) remained the most popular and recognizable form of investment. However, there was a significant rise in interest in smaller, regular purchases, making gold investment accessible to individuals with limited budgets. This democratization of gold allows more people to view it as a secure asset during economic uncertainty.
According to estimates from the Goldenmark Group, Poles purchased approximately 14 tons of gold in 2024, two tons more than in 2023.
Gold as a Safe Haven
“2024 reaffirmed gold’s role as a safe haven during uncertain times, gaining popularity amid political tensions and market fluctuations. By the end of November 2024, gold prices had risen by 28% year-on-year, reaching historic highs driven by inflation, geopolitical uncertainty, and monetary policy shifts,” says Tekliński.
Throughout the year, the price of an ounce of gold frequently surpassed $2,700, eventually stabilizing between $2,620 and $2,650.
Financial Education and Awareness as Key Drivers
The growing interest in gold investment can be largely attributed to improved financial education. Companies like Goldsaver, an online platform offering flexible investment solutions, emphasize increasing customer awareness. Educational materials, webinars, and online guides have helped Poles understand the gold market and the benefits of systematic saving in this precious metal.
The “Polish Investor 2024” report, supported by Goldenmark and Goldsaver, revealed that 28% of surveyed investors allocate savings to precious metals, with another 21% considering it in the future. Experts attribute this rising interest to gold’s perception as a stable investment and ongoing educational efforts within the industry.
“Conscious investing is built on knowledge and experience. At Goldsaver, education has always been a cornerstone of our mission, alongside our business goals,” explains Tekliński.
Breaking Myths About Gold Investment
As Tekliński highlights, many people have discovered that gold is not exclusive to millionaires or central banks. Educational initiatives, brand ambassadors, and targeted outreach have made gold investment accessible even in small quantities.
“When we launched the Goldsaver online store in spring 2023, our aim was to revolutionize the gold market and show Polish families that investing in gold is both safe and accessible. We’ve achieved those goals,” adds Tekliński.
Trends and Prospects for 2025
Gold remains a focal point for investors worldwide, and 2025 is expected to bring further changes. Potential central bank decisions on interest rate cuts, geopolitical uncertainty, and state-level gold purchases could influence its price and appeal.
The introduction of new products aimed at a wider audience, such as sub-accounts for children or alternatives to traditional gold ounces, could further democratize the market. Goldsaver plans to introduce such initiatives in the coming year, attracting more investors.
The trends seen in 2024 highlight the growing importance of financial education, flexible investment options, and the stability of gold during global instability. No longer limited to institutions and the wealthy, gold has become a viable savings option for the average Pole. 2025 promises to be equally dynamic, with changes on the horizon that could solidify gold’s position as a secure and accessible investment asset.
