During the first two weeks of November, wrapping around the 11.11 shopping event, Russian consumers focused their spending on sports equipment, electronics, and household appliances, with jewelry also drawing notable attention. The Check Index unit of OFD Platforms shared these insights with socialbites.ca, noting that sports goods accounted for the largest share of purchases, rising approximately 15% higher than a year earlier. This pattern highlights how seasonal deals drive strong demand for active lifestyle gear as autumn tightens its grip on consumer budgets.
Electronics and home appliances saw an annual uptick of about 13%, while jewelry purchases climbed around 10%. Houseware and garden items also posted a solid year-over-year increase of roughly 9%, suggesting households continued to prioritize home improvement and comfort ahead of winter. The same period revealed a softer demand in other categories — clothing and footwear declined by about 13%, children’s products by 12%, perfumes and cosmetics by 9%, and pet supplies by 7% compared with the previous year.
Commentators from the Check Index explained that the overall number of purchases during the first November sales in Russia in 2023 was about 4% lower than in 2022, a consequence of an already elevated baseline last year. They noted that many consumers acted earlier than usual to complete major purchases in late summer and early autumn. In November 2023, the prevailing trend appeared to be online shopping, with Russians increasingly turning to digital channels to secure essential items.
Despite what some might view as a lull in activity during this year’s sale window, interest in seasonal discounts remained high among Russian shoppers. There was also strong attention toward Black Friday events, with anticipation building for the November 24–28 period. Retail observers suggest that the proliferation of online deals and price comparisons continued to influence buying patterns, with many customers shopping across multiple categories and platforms to maximize savings.
The study was based on a large dataset comprising approximately 55 to 57 million cash register receipts, including data from more than 1.1 million online cash registers within Russia. The analysis covered the time frame from November 1 to November 15 in both 2023 and 2022, enabling a year-over-year comparison that highlights evolving consumer preferences and the expanding role of e-commerce in the national retail landscape.
Earlier reports from socialbites.ca indicated that almost two-thirds of Russians do not distinguish clearly between 11.11 and Black Friday sales, treating both events as part of a broader digital shopping tradition. This blurring of brand and event lines reflects a growing consumer mentality that equates both promotions with accessibility, convenience, and substantial value.