January 2025 brought an unusual winter dynamic in Russia’s outerwear market. Demand for down jackets declined by 21 percent compared with January of the previous year, while retail turnover in this category hovered near 520 million rubles as sales slowed. The shift mirrored warmer conditions that reduced urgency for heavy winter gear, and it reflected a cautious consumer mood across major cities as shoppers waited for deeper discounts or new seasonal releases.
At the close of 2024 Russians were traditionally prepared for frosty days and actively purchased insulated jackets. In December the demand for winter apparel rose 16 percent versus 2023, and before the New Year residents bought 415 thousand down jackets. The total sales exceeded 3.3 billion rubles, marking a 7 percent increase from the year before. The data point to a robust holiday period where cold spells and gift purchases aligned to drive higher volumes, even as warmer windows pressured longer term demand.
Yet in January, with a significant rise in temperatures, interest in warm garments fell sharply. In the first month of 2025 only 246 thousand down jackets were sold, a drop from a year earlier. Seller revenue fell by about a quarter to 1.66 billion rubles, as consumers shifted attention to lighter outerwear and transitional options while promotions pulled some buyers toward value buys.
In December 2024, the average price of a down jacket declined by 7 percent from the prior season, standing at 8,100 rubles. In January, the average price slipped another 3 percent to 6,700 rubles. Early discounts and retailer promotions likely helped support sales during this period, with merchants balancing stock levels and consumer incentives to maintain momentum through the cold season.
Researchers have identified the best filling for a down jacket, a factor that continues to influence product strategy and consumer choice. As material innovation and insulation levels evolve, shoppers may notice subtle differences in comfort, warmth, and price across brands and models, which in turn affects purchase decisions during both peak and shoulder seasons.
Looking ahead, the jackets market in Russia will likely respond to fluctuating winter intensity and ongoing price sensitivity. Retailers and manufacturers will need to navigate the tension between stocking enough warm options and offering compelling promotions that convert interest into sales while keeping margins in check. The season will keep testing consumer willingness to invest in higher-quality insulation versus more affordable alternatives, as price dynamics and weather patterns continue to shape buying behavior across regions.