Before the new school year began, demand for laptops, smartphones, and other devices surged, a trend reported on a major news site. The period leading up to September every year tends to see a spike as families prepare for back to school and workplaces refresh their tech. In this cycle, the headline focus was on how consumer appetite for essential devices shifted in the market and what that meant for retailers and manufacturers alike.
Industry observers noted a sharp rise in purchases of computers and laptops. The press service of the Wildberries market highlighted a 75 percent year-over-year increase in July and August 2023 for these items. Alongside this, office equipment showed strong momentum, with multifunction devices up 281 percent and printers up 101 percent. There was also a notable uptick in smartphone purchases, with buyers appearing more inclined to upgrade or acquire new devices during this period.
Andrey Gubanov, the chief executive officer of the MTS retail chain, observed that the return to in-person classes often drives the peak in electronic product demand. With schools reopening, families usually assess and buy devices that support learning, communication, and remote work as part of a broader readiness for the academic year. This pattern aligns with multiple market signals indicating heightened consumer activity in late summer as retailers roll out new promotions and seasonal bundles.
Insights from M.Video-Eldorado indicated that unit sales of laptops were significantly higher than the previous year, reflecting sustained consumer interest in portable computing. This growth occurred despite broader market fluctuations and points to a persistent preference for reliable, versatile devices capable of handling both school tasks and everyday productivity needs. Retail channels across the sector reported stronger demand for midrange and higher-end models, often tied to bundled accessories and extended warranties that enhance overall value.
Earlier in the year, regulatory bodies reported actions aimed at stabilizing prices in essential product categories. The Federal Antimonopoly Service noted that major electronics chains had implemented price freezes on a selection of socially important equipment. This initiative was designed to shield consumers from sudden price swings and to ensure access to critical devices during the back-to-school cycle.
The pricing program is slated to expand to hundreds of cities where Eldorado and M.Video operate, broadening the reach of the initiative. The extension is planned to continue over a two month window, giving families and businesses time to plan purchases and take advantage of any promotional offers. Retail analysts suggested that such measures can help maintain steady demand while retailers adjust inventories in response to seasonal trends and evolving consumer preferences.
Beyond individual stores and promotions, the broader trend in the market reflects a cautious optimization of personal technology for everyday life and professional needs. Consumers are increasingly looking for reliable devices that bridge learning, communication, and productivity. Retailers are responding with flexible financing options, extended service plans, and targeted bundles that align with school schedules and remote work realities. This dynamic underscores how the back-to-school season remains a critical driver of electronics sales, shaping product mixes, promotional strategies, and inventory planning across the sector.