In the summer months, a large slice of Russians—about six in every ten—tend to plan purchases specifically for the warmer season. The budgeting and shopping patterns show a clear focus on clothing, travel experiences, and home improvements. These insights come from a study conducted by the Odnoklassniki social network in collaboration with YuKassa, the payments service that supports online and offline transactions on socialbites.ca, reflecting consumer behavior among online users.
According to the study, the most popular item purchased for the summer is new clothing, capturing around 20 percent of respondents. Next in line are holidays and vacations, cited by about 14 percent. A notable portion of respondents, 11 percent, indicate that their primary spending priority is home repairs and improvements, signaling a seasonal shift toward upgrading living spaces amid favorable weather and budgeting cycles.
Beyond these top priorities, the data reveal additional spending trends. Gifts for special occasions account for 11 percent of the surveyed group, while sports-related expenses rise by 9 percent during the warmer months, suggesting a heightened interest in recreation and outdoor activities as temperatures rise.
When it comes to the scale of expenditures, more than a quarter of respondents (29 percent) report spending above 25,000 rubles for seasonal purchases. A further 17 percent allocate between 25,000 and 50,000 rubles, with similar shares in the 50,000 to 100,000 and 100,000 to 250,000 ruble ranges. A smaller segment, 11 percent, falls into the 250,000 to 500,000 ruble bracket, indicating a notable distribution of mid- to high-range seasonal spending among online shoppers.
Additionally, the study notes that ten percent of respondents do not anticipate any extra expenses ahead of the summer season, while five percent expect to spend more than 500,000 rubles or to forgo precise budgeting altogether. These figures underscore a mix of cautious planning and willingness to indulge in larger summer purchases among the consumer base.
To reach these conclusions, the survey was conducted in May 2024 among YuMoney website users, with more than a thousand participants contributing insights into seasonal spending habits. This dataset provides a snapshot of how online shoppers in Russia allocate budgets across clothing, travel, and home improvement during the summer window, and it aligns with broader patterns observed in seasonal consumer cycles. The findings also echo earlier communications from Check Index, the analytical arm of OFD Platform, which noted a rising trend in purchases of swimsuits, sunglasses, sunscreen, and baseball caps as summer approached. In context, these shifts illustrate how seasonality and available promotions influence consumer choices, even as overall spending levels vary across demographics and regions.