Russians began to save more on pre-New Year sales

During the pre-New Year sales in 2022, Russians began to save more and reduced their spending. When buying goods at sales, Russians most often used promotional codes and discounts, including those provided by bloggers. This was reported by Check Index and Perfluence, citing their own research.

According to companies, in the pre-New Year period, the number of purchases of electronics and household appliances decreased by 15%, jewelry – by 10%, perfumes and cosmetics – by 10%, goods for home and repair – by 6%.

During the New Year holidays, from January 1 to January 8, Russians also began to spend less. Purchases of jewelry during this period decreased by 15%, perfumes and cosmetics – by 9%, electronics and household appliances – by 8%. At the same time, during this period, spending on entertainment and food products increased: in cinemas – by 25%, in hypermarkets – by 14%, in restaurants and bars – by 6%, in swimming pools and water parks – by 5%.

In 2022, there were more Russian brands on sales, especially in the economy segment. Also, Russians began to buy more budget-friendly goods or completely abandoned purchases due to a small selection of premium-segment goods and a trend towards savings.

Earlier, Tinkoff-kassa reported that the New Year’s spending of Russians in 2022 could drop to the lowest levels over the past five years. According to their estimates, the volume of spending on December 30, when the largest number of pre-New Year purchases are traditionally made, may be reduced by 24% in annual terms.

More details – in the publication “Kommersant” “Herringbone, shrink!”.

Olesya Pavlenko