Analysts compared online and offline purchases at retail and retail chains from February 15-20 this year and last. During this period, the largest number of purchases and orders for the holidays are made.
The main gifts included clothing and footwear, electronics, sporting goods and perfumes. In each category, the popularity of the products has changed. For example, last year in the clothing and accessories segment there was a great demand for socks, this year belts, wallets and leather accessories are in the top sales. Among electronics, wireless headphones are becoming more popular, while smartwatches took their place a year earlier. In addition, interest in home exercise products is growing.
“More and more male consumers are giving themselves meaningful gifts, based on practical considerations (such as home improvement products) and personal emotional insights (such as sports betting and lotteries). This year, they are taking a conservative approach, to ensure they are updated the necessary wardrobe and accessories,” say the analysts.
This year, purchases of lottery tickets and betting services have grown by 54%. At the same time, his average check decreased by 8% and amounted to 1110 rubles. The number of gift certificates purchased increased by 16% and sports equipment for the home by 12%. Purchases of construction goods increased by 10%, in addition, the average check in this category increased by 14% and approached 8680 rubles. Gym memberships are also gaining popularity: their purchases increased by 12%, and the average bill – by 10%, in the amount of 3130 rubles.
By 2023, Russians planned to practice sports and health, learn new skills, travel and do repairs, said Natalia Baluta, Group4Media’s head of innovation and analytics, citing an internal company study. According to her, a wonderful gift for men before February 23 can be just sports equipment or a subscription to fitness, a training certificate or repair tools.
“There are also tips for women who will be looking for gifts in the coming days, but are not ready to spend a lot of effort and budget on it. Every fourth man does not mind receiving something tasty as a gift. For example, you can use the holidays to taste Russian brands of alcohol, which over the past year have become in demand for the festive table.
The most ironic gift for February 23, of course, is socks. However, 14% of respondents consider socks and other household items a welcome gift for the holidays, so don’t reject this option right away,” advised Baluta.
However, the number of purchases decreased the most for socks, by 28%. On the eve of the holiday, they are purchased for an average of 276 rubles. Indicators for shorts have not gone far either: they are bought 21% less, the average bill has fallen by 11% and amounts to 511 rubles. Purchases of shaving foam decreased by only 7%, its cost increased by 8% and approached 237 rubles.
Men’s perfumery began to buy 22% more expensive. The average expense account in this category was 2807 rubles, but the number of purchases decreased by 15%. Smartphones for the holidays are bought for 18,920 rubles, which is 13% cheaper than last year. At the same time, the number of gadget purchases decreased by 16%.