The survey was conducted from February 7-13, 2023 among users of the CDEK mobile app. The study involved 1129 respondents of different ages. Of these, 59% are men, 41% are women. 17% of the respondents were in Moscow and the Moscow region, 7% – in St. Petersburg and the Leningrad region, 76% – residents of other regions of Russia.
Digital devices have traditionally become the most desirable gift: 21% of respondents want to receive them. Money is preferred by 18%, vouchers abroad – 12%, trips in Russia – 10%. About 3% chose to pay for specialized courses and training programs.
Perfume, cosmetics, clothing, and footwear have proven to be controversial choices. On the one hand, for 23% they are welcome gifts, on the other hand, 14% do not want to receive them without prior agreement.
The most annoying gifts were alcohol (18%), interior decoration (18%), candles (15%) and kitchen utensils (11%). However, 36% believe that at least some gift is better than nothing.
According to Foresight Factory, 50% of Russians take advantage of any occasion to celebrate, said Natalia Baluta, Group4Media’s director of innovation and analytics. According to her, the Russians consider advertising that creates a festive mood to be the most useful.
“Several difficult years have trained Russians to seek joy in the moment, to use different occasions for this. Sometimes it’s an escape from reality, an opportunity to distract oneself, sometimes it’s a little vacation from the daily routine.” Baluta explained.
At the same time, 45% of the surveyed SDEKs are sure that it is worth first asking a person about his wishes, and not spending money on an unnecessary gift. The majority (51%) intend to allocate from 1 to 5 thousand rubles for purchases. 18% expect to meet the amount of less than 1 thousand rubles. Almost the same number of respondents (17%) will look for options ranging from 5 to 10 thousand rubles. About 6% plan to buy a gift for 10-50 thousand rubles, 3% expect to spend more than 50 thousand rubles. The remaining 5% prefer not to spend anything or to create a vacation environment without additional financial investments.
This year, spending on gifts increased significantly for 28% of respondents, 25% registered a slight increase in costs. Allocating the same budget as last year, 27% and 9% indicate a reduction in spending. 11% found it difficult to answer.
Only 28% of those surveyed intend to organize a surprise on February 23. About half of users (44%) plan to give gifts on March 8, 5% are still unsure of the decision, 24% will not celebrate any of the holidays. Most often, gifts are chosen for loved ones and soul mates (42%), 31% will make small pleasant surprises for all relatives, 16% highlight parents, 5% want to please children .
