Economy March 8: how much men are willing to spend on a gift

The Russians began to take microloans on the eve of Women’s Day

Russian men are planning to spend at least 7,000 rubles on a gift to their “beautiful halves” on March 8. At the same time, the maximum purchase amount is three times more – 22 thousand rubles. This is evidenced by the results of a study of one of the trade aggregators. However, independent experts ask women not to rush to rejoice. Most citizens would prefer to buy a small bunch and a box of chocolates than to buy something expensive, since people simply do not have extra money.

Men in Russia want to meet the seven thousand rubles for a gift for the Eighth of March. “Popular options are jewelry (24%) and perfumes (23%). Another 15% of men will give their partners face and body cosmetics, 12% – smartphones and gadgets, ”the study says. Meanwhile, almost half of the men surveyed plan to give their partners flowers.

This is not surprising: traditionally on March 8, flowers are in the greatest demand – they are bought most often. The average check for the purchase of a bouquet by March 8 will grow by 10-12% compared to the same period last year, analysts predict Index Check, a fiscal data operator (it takes into account data from 1.1 million online cash desks in Russia). Flowers as a gift will cost an average of almost 3 thousand rubles.

Among the popular presents are confectionery and cosmetics, as well as toys. Russian men willingly purchase mobile or household appliances for women, as well as various certificates for lingerie stores, cosmetic boutiques or jewelry stores. This set of preferences does not change from year to year – and, probably, any woman will be pleased to receive a beautiful bouquet, favorite sweets or jewelry as a gift. Therefore, men try not to take risks and choose gifts that will definitely please their wives, daughters, sisters and mothers. Colleagues most often buy flowers and confectionery sets.

As for spending on a women’s holiday, this is a very individual issue, says Ivan Samoylenko, managing partner of the B&C Agency communications agency. In his opinion, despite any economic difficulties, our men are unlikely to save on gifts for their loved ones.

“Flowers in our country are becoming more expensive, this is due to a reduction in imports and an increase in the cost of the source material. Even those flowers that are grown in Russia depend on planting material from abroad (its cost will increase by 10-20% this year). That’s why flower prices go up. But this does not mean that men will look for cheaper options – the best bouquet and gift will be purchased for women on this day, no matter how much they cost, ”he believes.

Meanwhile, not all experts share such an optimistic attitude. Research on how much Russians are willing to spend on gifts for the holidays is constantly being conducted by a variety of services and organizations. For example, the Deloitte agency recorded last year that Russian men are ready to spend 2-4 thousand rubles on average on a gift by March 8 (more than 60% of respondents). This is more than in 2019-2020 by 1,000 rubles. But Avito’s research this year indicates the average cost of a gift for the holiday at the level of 5 thousand rubles.

“There is nothing surprising in the fact that the data of different studies of numbers are very different: clients of some companies conducting or ordering surveys are likely to have more funds than Russians who use, for example, a free classifieds site. In the same way, we would see impressive amounts for gifts from luxury sector companies: their consumer is completely different, more affluent,” says Artem Deev, head of the analytical department at AMarkets. – Judging by the data of marketing research that studies consumer behavior, then we will certainly see a decrease in the cost of gifts. Since our citizens have switched to saving money, they are trying to cut not the most important costs.”

However, at the disposal of the stronger sex there is one more opportunity to make something pleasant for your loved ones – to take microloans for gifts. And judging by Moneyman’s statistics, it’s already happening. The average requested loan amount by March 8 was 7.4 thousand rubles. Just as much is required for an average gift on Women’s Day! Well, repaying a debt is already everyday life, not a holiday …