A recent joint study conducted by the Fix Price network in collaboration with Romir sheds light on a trend that has become a familiar sight in many households: shopping is used as a coping mechanism for stress. The survey, as reported by RBC, indicates that nearly half of Russians turn to retail as a way to deal with nervous tension, highlighting a pattern that blends daily life with emotional relief.
Among age groups, the impulse to shop as a stress outlet is most pronounced among younger adults. Individuals aged 18 to 24 show the strongest tendency to engage in retail therapy, with a majority of 59 percent using shopping to ease their nerves in moments of strain. This suggests that early adulthood in contemporary Russia is intertwined with consumer habits that serve psychological needs as much as practical ones.
The products chosen for comfort purchases reveal distinct preferences. Clothing and footwear remain the top categories, attracting 51 percent of respondents who participate in retail therapy. Snacks and cosmetics follow, each attracting about a third of participants (33 percent). These choices point to a combination of self-expression, small everyday luxuries, and comfort foods that people reach for when stress levels rise, reinforcing the idea that retail therapy taps into both aesthetic and sensory rewards.
Yet the act of buying itself often carries more weight than the final purchase. In the survey, only about one in three respondents reported feeling happy with the outcome of their shopping spree. A much smaller share, roughly 11 percent, described themselves as happy and enthusiastic about shopping during these sessions. The contrast between the emotional moment of purchase and the satisfaction with the end result suggests that retail therapy is more about the immediate experience and mood regulation than about accumulating new goods for lasting value.
On the financial front, there was a shift in how purchases could be completed across borders. Russians previously had access to paying for purchases abroad, and a development worth noting is that UnionPay cards have been reactivated for international use through Rosselkhozbank. Reports indicate that these transactions can be completed in more than 70 countries, signaling a broader capability for cross-border spending and financial flexibility for travelers and shoppers alike [Source: Fix Price/Romir study via RBC].
In the context of personal finance education, the same study touches on behavioral guidance that many consumers have found useful over time. Prior to these findings, Russians were given advice on how to curb unhelpful financial habits. The emphasis on mindful spending and recognizing emotional triggers behind purchases reflects a broader push toward healthier financial routines. The study’s insights imply that while retail therapy can provide momentary relief, sustainable financial well-being benefits from awareness and practical strategies that help individuals distinguish genuine needs from emotional impulses. The guidance suggests setting boundaries, budgeting for discretionary spends, and exploring non-monetary coping mechanisms—such as social support or physical activity—that offer stress relief without unintended financial consequences [Source: Fix Price/Romir study via RBC].
Taken together, the research paints a nuanced picture of contemporary consumer behavior in Russia. Shopping emerges as a multifaceted tool for mood management, self-expression, and even cultural resonance, while the measured satisfaction levels remind readers that the emotional payoff is not guaranteed. The cross-border payment development adds another layer, illustrating how global financial tools can shape everyday shopping experiences far from home. The overarching message is clear: awareness of emotional drivers and prudent financial habits can coexist with the pleasure of retail choices, helping people navigate stress without undermining long-term stability. For policymakers, educators, and financial professionals, the study offers a practical reminder to address emotional spending in a balanced way, encouraging informed decisions that support well-being and economic resilience [Source: Fix Price/Romir study via RBC].