Russian corporate spending on branded products continues to rise, with annual growth in the 10 to 15 percent range. The current market size for this segment is about 70 billion rubles, a figure reported by Kommersant based on research from analysts at the SberShop corporate gift shop.
The study surveyed marketing and brand directors from 57 large companies and agencies. These organizations have annual advertising budgets above 500 million rubles and annual turnover exceeding 2 billion rubles, with the research indicating the size and momentum of branded merchandise purchases across the corporate sector.
According to the findings, the branded goods segment in Russia is valued around 70 billion rubles, and costs tied to brand merchandise are increasing by roughly 10 to 15 percent each year. On average, most firms allocate about 5 percent of their annual marketing budgets to branding through tangible goods primarily used to promote products and corporate identity.
About half of the respondents reported routinely gifting branded merchandise. An additional 17 percent indicated giving away such items as part of loyalty or reward programs, sometimes accompanied by paid offers or points systems. The remaining respondents described organizing events where branded products are distributed or made available for purchase as part of promotional activities.
Meanwhile, Izvestia reported on July 18 that communication experts note a sharp decline in Russian bloggers income since early 2022. Bloggers have seen income fall by as much as 90 percent across social networks and other platforms. Earnings for bloggers typically come from site monetization, advertising contracts, and product or app sales, with revenue often linked to additional projects and commercial collaborations. This shift reflects broader changes in monetization strategies and audience engagement across digital media in the region, as cited by industry professionals.