In the empty Russian shopping centers, they asked themselves a pre-New Year question: where did the buyers go?

This year’s changes are unusual and even frightening: New Year’s Eve hype and crowds in shopping centers, with which Russians have become so accustomed over the past decades, are now not observed. Yes, people wander into them to admire the New Year’s decorations, and even, perhaps, to have a bite to eat in food courts, but the departments with clothes, toys, cosmetics, etc. empty, and the sellers are frankly bored in them. “MK” found out from experts in the field of trade policy – is there a future for Russian shopping centers?

Back in the summer, many experts predicted that due to the withdrawal of many Western brands from the market, by the end of this year, the share of empty space in shopping centers in Moscow and St. Petersburg could reach 20% or even 30%.

– There is no single indicator of how many areas are empty, – the associate professor of the basic department of trade policy of the Russian University of Economics named after G.V. Plekhanova Svetlana Ilyashenko. – In a large shopping center, this can be one indicator, in a small one – another. Based on official data, this is about 30%. But it must be taken into account that among these 30% there are both those who have completely left, and those who have suspended trading. They pay rent, but their doors are closed.

We should not forget about those brands that, according to Ilyashenko, seem to have left, but “not completely”. For example, a well-known French brand, a manufacturer of cosmetics and perfumery, which had previously stated that it would not supply its products to Russia, did not want to lose the market, came under the control of Russian top managers and “Russified” its signs.

“I used to love walking around shopping centers before the New Year, choosing gifts for loved ones, touching them with my hands, getting into the festive mood,” shared Anastasia from Moscow. – But now I buy everything in online marketplaces. There is such variety! And much cheaper than the mall.

– Is the pre-New Year’s emptiness of shopping centers connected with the fact that purchases have gone online? – ask our expert.

“Indeed, sellers have long been accustomed to the fact that New Year’s Eve days are the hottest of the year,” says Ilyashenko. – An undoubted advantage of shopping in a shopping center is the ability to buy “here and now”, and almost any goods that are all located on the same trading floor.

But in recent years, we have seen the process of significant transformation of the shopping center as a retail model. The pandemic and the waves of lockdowns it caused hit them first. It was then that many buyers were forced to try a new shopping model for themselves – through online trading. If earlier people were prevented from buying via the Internet by the lack of the opportunity to “touch” goods, expensive delivery at low speed, fears that low-quality goods could be delivered, then during the pandemic, sales growth drivers came to the fore, which helped overcome all these consumer fears. The buyer appreciated that, without leaving home, he can really save both time and money. Many delivery options have appeared, incl. and delivery by a certain time.

According to the expert, as soon as shopping centers began to recover in 2021, in 2022 the mass withdrawal of international retail chains from the Russian market significantly reduced the number of shopping center visitors.

“Buyers don’t like empty spaces in large shopping centers, because, among other things, it has become uncomfortable there,” notes Svetlana Ilyashenko. “In addition, the current situation has a negative impact on the consumer market, as people, in the face of uncertainty and falling real incomes, are forced to reconsider their spending and approach purchases more economically.

– And let’s remind you about the “pitfalls” when shopping in online stores and marketplaces, especially on the eve of the New Year?

– There are nuances that need to be taken into account during the rush period before the New Year. Of course, well-known large marketplaces try to keep track of sellers and goods, but these processes are not always built up effectively for them. Therefore, the buyer has a very serious risk of buying low-quality goods, counterfeit products or counterfeit products. The buyer needs to be especially careful in relation to popular brands that have left Russia, the commodity balances of which are sold on marketplaces.

– Are we waiting for the death of traditional trade, as a rudiment that is unnecessary in the era of online shopping?

– “Live” trade will not die, since there will still be some part of the buyers who, for one reason or another, do not use online trading, the same old people, – the expert explained. – But the shopping center will face difficult times if the departed brands are not replaced by brands from the east or from Asia.

It is enough to look into the public, as it becomes clear that they discuss New Year’s purchases only via the Internet. “I really like children’s clothes (Russian textiles, link to the site), a large selection of inexpensive T-shirts and turtlenecks for school (250-450 rubles), one of the Muscovites shares her impressions at the “mom” forum. “I also bought amazing children’s books online – both for my home library and as a gift to children in the classroom, kindergarten, sports section for the New Year.” “I ordered a smart watch for children as gifts from a (well-known online marketplace). My daughter did not take thermal tights and thermal socks for the skating rink. Son – a cardigan for school. The price is generally negligible for such quality!” – another mother of many children from Orel rejoices in the chat, attaching a photo of purchases.

Experts report that the whole situation has already influenced the fact that shopping centers began to change their focus – they open more eateries, outlets with edible content, public services – repairs, beauty salons, dry cleaners, photo printing, even employment service offices, MFCs and etc.