Queues returned to Moscow: people spend tens of thousands on sale in H&M

Muscovites vividly recall the habit of standing in line for imported clothes. On the morning of August 2, a message appeared on social networks that the Scandinavian H&M store was still opening for the final sale – however, for starters, there were only two points in Moscow. And Muscovites immediately rushed for shopping. The average waiting time in line at the entrance is an hour, at the cashier – half an hour, the most popular things are for children, and the amount of purchases reaches 25-30 thousand rubles.

The correspondent of “MK” watched the lovers of shopping.

…I arrive at the shopping center near the Voykovskaya metro station by noon. Two hours after the opening, moreover, on a weekday, where would the hype come from? But no, you can’t underestimate the love of a Russian person for cheap Scandinavian rags, and also an instinct that is passed down from generation to generation: if you see a line and hear the word “deficit”, you must definitely get up – what if they give something valuable?

The queue is rapidly growing: at least one and a half hundred people are patiently waiting for permission to enter the store. Everyone has their own arguments.

– I work nearby, as soon as I saw the news, I immediately told my colleagues: let’s run away, then everything will be sold out! And they told me: come on, no one knows about it! Well, yes, yes, – says the girl in a stylish sand suit.

“Then we will see all this on ad services,” draws another “waiting room” skeptically.

“Are you calling me a dealer just now?” – the first girl is slightly offended. – By the way, are there any restrictions on the number of goods in one hand?

– Why would you? It seems not.

“Now we’ll spend thirty rubles in Eichik!” Of course, we just discussed yesterday that we need to shrink, so what? the young couple laugh. Someone objects to them: they say, the store is inexpensive, why do you need to score 30 thousand there?

As stylist and fashion blogger Oksana Polyakova explained in an interview with an MK correspondent, stores such as H&M and Zara were interesting for two undeniable advantages.

— Firstly, it is an opportunity to buy a hot trend at an attractive price. The assortment of stores was updated literally every week, both brands carefully monitored what had just appeared on the podium and sewed fashionable things in a short time. Secondly, you can profitably buy more or less basic items at a sale, when discounts reach up to 80%. However, both H&M chips do not work now. The store doesn’t sell what’s left at big discounts, it just offers what’s left at roughly the same prices. There are no hot trends to be found there now, there were no new deliveries. Most things are already out of fashion.

The stylist added that shopping in the outgoing store is still not without meaning, but without fanaticism: there is definitely no point in pushing in line. Among the goods that deserve attention, Polyakova names underwear, basic T-shirts (especially in the men’s department), pleasant home textiles, as well as high-quality and inexpensive clothes for children. With the last point, according to the stylist, the issue is especially acute: as Polyakova explains, Russian manufacturers so far sew for children either much less beautiful, or much more expensive things.

At 12.55 my turn finally comes. The first few minutes are pleasant curiosity. For a moment it seems that I am entering not only the store, but also the past. To the world where there was a huge international department store full of cheap T-shirts, momentary trends and not always accurate buyers. In some places, things have already been torn off hangers and carelessly dumped, polyethylene is torn on packages with underwear …

You quickly realize that something hasn’t changed. For example, acrylic, from which 90% of pullovers and cardigans are sewn, is such that you instantly feel like in a greenhouse, and even the price of 1199 rubles does not attract. A light shirt in an actual bright pink color in the style of Elsa Schiaparelli — 1899 rubles. Pale pink acrylic cardigan – 2299. These are all the hottest trends that no one wants to spend a lot on, although not everyone wants to here either. Let’s say that a polyester blouse through and through, despite the original snake coloring, does not in any way provoke you to pay 2399 rubles for it.

You understand the advantage of the queue at the entrance already inside the store: there is just no crowd there, you can wander around at your own pleasure, choosing new clothes. And there is no full house in the fitting rooms – turn around in front of the mirror as much as you want! True, after such a long wait, this is no longer desirable.

The biggest excitement is in the children’s department: parents sweep mountains of children’s suits, shirts and small jeans into baskets. In accordance with the best traditions – for growth.

The most calm and peaceful department is traditionally home goods. There is time to take a breath and think about whether you need a large textile penguin for 1399 rubles, tea cups or a set of towels. Glasses seem to be good, but is there any desire to drag them from the other end of Moscow? A set of bed linen attracts with a cute coloring, but I remember in time: I have pillows of a different shape – and actually there are two of them, but for some reason there is only one pillowcase in the set. By again…

Half an hour later – another queue: to the cashier. The atmosphere of hectic consumption sucks energy, and, coupled with expectation, exhausts. To inspect jewelry according to the old formula “Is there something cheap, but stylish here?” no more strength left. There is not enough enthusiasm to get interested in socks with unicorns, albeit at 699 rubles for 5 pairs.

The line moves, but slowly. After 15 minutes, you seriously think: did I really need all this? Maybe drop everything and leave? No, it’s a matter of principle!

The line moves faster here than upstairs. I saw a man standing there: he has 40 T-shirts and another pile of clothes for the child, – comes from somewhere in the tail.

The queue at the cashier moves faster than at the entrance: only 32 minutes. And then you understand: with your modest four necessary goods and a check for 6,200 rubles, you look just like Cinderella. Much more impressive amounts sound at neighboring cash desks:

— To be paid 25,591 rubles!

– Please, 18,369 rubles!

– From you 32 thousand … – the end of the phrase is drowning in children’s crying: such an impressive check was a pile of clothes for a one-year-old child who was clearly tired of trying on.

“The funny thing is that all this, by and large, is meaningless,” their friends are discussing walking towards the exit.