A recent study conducted by the Odnoklassniki social network and the SberServices service reveals how Russians build a festive mood by consuming holiday content. The research shows that more than half of Russians, specifically 52%, turn to holiday programming as a source of inspiration for the New Year. This suggests that festive storytelling, movies, and series play a central role in shaping seasonal mood and family rituals. The same survey indicates that 52% of respondents seek New Year ideas while watching programs, shows, and New Year’s films, underscoring a strong link between media consumption and holiday planning. In addition, 42% of participants purchase gifts for loved ones, 38% prepare special New Year meals, and 28% buy decorations that echo the festive atmosphere. Among those who chose the “Other” option, 16% believe that a decorated tree and a relaxed holiday period are essential to creating the New Year vibe. .
The report notes a notable December uptick in New Year content, with holiday posts accounting for more than half of all feed activity. This marks a rise of roughly 35% compared with the previous year, signaling heightened engagement with seasonal topics as the calendar turns to December. The top five themes in New Year content center on recipes for the holiday table, ideas for table decorations, gift selections, festive outfits, and popular destinations during the January holidays. .
Another key finding shows that 49% of Russians watched New Year content on online platforms such as streaming services, video platforms, and social networks. This illustrates a broad reliance on digital channels for festive inspiration and entertainment, reinforcing the importance of a strong online presence for holiday content publishers. More than half of the respondents, 53%, generate their own ideas for decorations, food, and events. About 40% search and read relevant online articles to spark inspiration, while 32% turn to social networks for practical life hacks. Additionally, 27% discuss décor options and New Year meals with family and friends, and 10% gain ideas from bloggers. .
Overall participation included more than 3,500 Russians aged 18 and older from across the country, providing a broad snapshot of how the population engages with holiday content during the season. The data highlights how media, peer sharing, and shopping behaviors converge to shape New Year celebrations in contemporary Russian life. .