It turned out what the Russians began to save on after the start of the NWO

Shopping for clothes was the main contributor to consumer savings in the third quarter of 2022. Next in this list of goods and services of daily demand are entertainment outside the home and food in public catering. However, experts are not sure that Russians have a rational approach to the problems of saving in times of crisis.

We are talking about a study of key trends in consumer behavior “Index of consumer optimism”, which NielsenIQ conducts quarterly. The online survey covers about a thousand respondents aged 18 to 65 living in cities with a population of more than 1 million people. This time the period from July to September of the current year was affected. So, 71% of respondents preferred to avoid extra spending on clothes, 66% saved on entertainment outside the home, and 65% visited catering establishments less often. Savings on alcohol consumption were reported by 36% of respondents – this is the tenth indicator in the list.

“During crises, when real disposable incomes fall, people start saving on things they can do without in their daily lives,” says Artem Deev, head of the analytical department at AMarkets. – We will not give up such basic things as heat, water, electricity even with an increase in tariffs, although we will try to reduce consumption. Next in this series of priorities are food, medicines and essential goods. Their consumption is difficult to reduce, but cheaper price offers can be found.”

As for alcohol, it has always served as an available antidepressant in a stressful environment, and it is not surprising that the general population is not particularly ready to part with wine, beer, champagne and stronger drinks. According to global statistics, sales of alcohol are growing precisely in times of crisis, recalls the interlocutor of MK. Clothing, on the other hand, is a durable commodity that does not have to be purchased every season. Savings on it (as well as on shoes and accessories) are also associated with rising prices and narrowing the range. The “peripheral” consumer categories also include entertainment outside the home, such as fitness and services of a hairdresser, cosmetologist or healthy lifestyle instructor.

“Giving universal advice in this situation is difficult,” says Deev. – A person should proceed from his own preferences, from the specific conditions of life and work. Someone may refuse to use a car, since it is no less convenient for him to travel on foot or by public transport. But this is not an option if the car is part of the business and is necessary for work. In general, it is worth describing your budget in as much detail as possible: what amounts and what exactly are spent monthly. You can save a lot, for example, by refusing to subscribe to online cinemas and buying ready-made meals (it’s better to cook your own food at home). The accumulated free funds will be very useful in the future, becoming an important component of the financial safety cushion.”

With clothes, the story is about the same as with cars: in the first case, a person can walk for several years in one coat (since there is no physical wear and tear), and in the second, drive a car without planning to buy a new one. Before the crisis of 2008-2009, the average period for updating a car was 4-5 years, and today it is 7-8. And, apparently, it will continue to grow, since the population is more inclined to save on durable items than on everyday items, says Alexei Zubets, a professor at the Financial University under the Government of the Russian Federation.

“As far as entertainment outside the home is concerned, it mostly boils down to going to cinemas, where, due to sanctions, they stopped showing new films, in particular Hollywood films,” the expert says. “It’s not about trying to cut spending. The situation is similar with alcohol: they stopped importing it to us, as a result, there is no French cognac on the shelves, no whiskey, no liqueurs. Due to this, the cost of expensive alcohol went down.”

According to Zubets, the answer to the question of what is worth saving today is obvious: it is trips abroad and bad habits associated with the use of alcohol and cigarettes. At the same time, the interlocutor of “MK” strongly advises not to spare money for a quality education that allows a person to feel protected in turbulent times.

“The rational consumer behavior of Russians in a crisis is expressed in a natural and forced desire to cut spending,” said Mark Goykhman, chief analyst at TeleTrade. – Some groups of goods can be painlessly abandoned. For example, do not buy new jeans if the old ones are in good condition. Eat less in cafes and restaurants, replacing them with food at home and lunches brought in lunch boxes at work. Fix an old computer while it’s still “pulling”. Replace a trip to Antalya or Gelendzhik for a vacation in the country garden. It is much more difficult to save on food and medicines. And for many – and on alcohol.

According to Goykhman, saving on purchases is manifested not only in the rejection of new things, but also in the acquisition of necessary, but used ones, whether it be a car, wardrobe or children’s overalls. Here there is another pronounced trend of the times of crisis – the transition to the consumption of goods of lower quality, but cheaper.