Analysts note that in the run-up to the New Year, residents of Moscow and St. Petersburg focused on a distinct set of product categories showing strong demand. A study conducted by the IT firm Sber Target, which was reviewed by socialbites.ca, reveals these trends clearly. The findings underscore how shopping priorities shift during the holiday season, reflecting both consumer preferences and regional differences between the two largest Russian metros.
Watches and jewelry claimed the top spot, with demand surging by 96 percent above the annual average in the weeks leading to the holiday. This spike highlights the enduring appeal of personal adornments as festive gifts and as everyday luxury items that people intentionally seek out for celebrations. Glass and crystal goods followed in second place, driven by a desire to elevate table settings and home décor for New Year festivities. In the same sphere, popular categories included festive gifts and accessories for the holiday table, while gifts and souvenirs consistently ranked among the top three categories due to their straightforward appeal and broad gifting potential.
When examining who buys from these top categories, women largely dominate purchases in most groups. Exceptions appear in inventories like musical instruments, men’s apparel, and household appliances, where male buyers are more prevalent. This pattern mirrors broader consumer behavior where certain categories attract more male interest while others skew toward female shoppers, particularly in accessories and personal items.
December typically brings the strongest sales for toys and hobby items, alongside souvenirs and cosmetic products. Although overall purchase counts declined by roughly a third versus the previous year, the average order value tended to rise across many segments. For instance, the leather goods category saw the most pronounced price gains in Moscow, with the average bill up by about 108 percent, while Saint Petersburg experienced a decline in the same category, around 15 percent. Robust growth also appeared in musical instruments, up 45 percent in Moscow and 26 percent in St. Petersburg, and in cosmetics, up 31 percent in Moscow and 8 percent in St. Petersburg. These shifts suggest a holiday season where consumers opted for higher-quality or more premium items within familiar categories.
Additionally, Moscow residents purchase jewelry and crystal items from St. Petersburg with far greater spending per item, even though their overall purchase frequency is roughly half. The resulting difference in expenditure can reach approximately 2.6 times higher in Moscow for these luxury-like goods. This dynamic indicates a broader preference in Moscow for investing more in fewer, higher-value pieces, while St. Petersburg shoppers often favor a larger number of items at a lower average price.
Earlier analyses had already outlined how much consumers typically allocate to a New Year gift according to established etiquette. The recent data builds on that understanding by showing real-time shopping behavior as the holidays approach and by illustrating how cultural norms translate into concrete purchasing choices across two major Russian markets.
Looking ahead, parents and gift-givers can draw practical guidance from these patterns. Prioritizing items in the top categories during promotions and peak shopping windows can yield better results for both budgeting and satisfaction. In particular, accessories and adornments, glass and crystal goods, and well-chosen gifts tied to the festive table remain reliable anchors for holiday purchases. The data also suggests that shoppers are responsive to value, with higher average checks occurring in categories that offer perceived quality and lasting appeal.