Recent polling indicates that roughly 43.5% of Russians expect to allocate more money for New Year gifts this year compared with the previous year. This finding comes from a study cited by Hit the primer, based on Seimer IFC research. The mood around holiday spending appears cautiously upbeat, with many households signaling confidence in their finances as the year ends.
The same survey reveals a nuanced picture of saving and spending. About 15% of respondents plan to save rather than spend for the holidays, while 2.8% have already decided to forego buying gifts altogether. When it comes to how much to spend on a gift, 40.3% of participants deem 1-5 thousand rubles as optimal. A quarter of those surveyed are prepared to spend 5-10 thousand rubles, and 22.5% would go beyond 10 thousand. A minority, 13.4%, intends to keep gifts to the 1 thousand ruble mark or less. These figures suggest a broad spectrum of holiday budgeting across the population, from modest to substantial gifts.
For two-thirds of Russians, gifts form the main portion of New Year expenditures. About 25% of households expect to allocate the largest share to the festive table, 7.5% to entertainment or experiences, and 1.9% to clothing and apparel. The distribution underscores the emphasis many place on creating a celebratory atmosphere through presents and shared meals rather than only on material items.
Preferences for the types of gifts vary. Money remains a popular option, along with practical presents such as tools and household appliances. Fewer people prioritize cultural or leisure experiences like theater visits, dining out, concerts, or sporting events as holiday gifts, though these options still appear in the mix for some households.
Roman Makarov, CEO of Seimer, commented that the willingness to spend during the holidays reflects a relatively healthy financial situation among the population and a cautiously optimistic view of the economy. The sentiment points to a confidence that argues against abrupt retrenchment during the festive season.
In related context, it has been noted previously that some households may receive multiple pensions in December, which can influence overall holiday spending power. Retailers have observed cautious behavior among buyers, with some dealers reportedly denying deeper New Year discounts on vehicles, suggesting a shift in how consumers approach major purchases during the season.
Overall, the data paints a picture of vibrant, varied holiday spending in Russia, with a clear preference for gifts as the central theme. Families appear to balance practical needs with aspirational gifts, all within a spectrum that ranges from economical to more generous holiday budgets. The trend underscores the importance of understanding consumer confidence and household financial positioning as the year closes.
Attribution: Seimer IFC study as reported by Hit the primer. Information is presented for informational purposes and reflects survey responses from a broad cross-section of Russian households.