In Russia, the New Year mood often translates into purchasing gadgets, smartphones, and computers as gifts, while subscriptions to services are frequently set aside as less desirable presents. This insight comes from an in-depth survey conducted by the analytical center Grechka Media in collaboration with A2 Research, with a copy of the research report shared with editors for review.
According to the findings, 41% of participants said they are always happy to receive technology as a gift. In contrast, 22% preferred cash, and 15% welcomed any gift with open arms. Looking ahead to the season, 36% of those surveyed plan to give techno gifts to family and friends.
When it comes to the most coveted gifts, 32% of Russians highlighted gadgets, smartphones, and computers as top picks, while 22% favored smart home devices. Robots at home appealed to 13% of respondents as a desirable present.
Conversely, gifts that ranked low were predictable. About 27% of participants named a subscription to AI services for business as the least preferred option. Subscriptions to entertainment services followed closely at 18%, and cryptocurrencies along with NFTs were mentioned by 17% as gifts they would rather avoid.
The survey also shed light on gifting targets. A sizable portion of respondents, 27%, indicated spouses or partners as the best recipients for techno gifts. Children were seen as a favorable recipient by 17%, and parents by 15%. Grandparents were the least favored, with 20% saying they would not receive techno gifts, and 19% expressing the same sentiment toward colleagues.
In total, 1,200 individuals from 17 regions across Russia participated in the study, providing a broad snapshot of festive gifting attitudes and consumer behavior.
Beyond the numbers, the survey highlights shifts in Internet consumer habits observed in 2023, underscoring how technology continues to shape holiday giving in the region. Analysts note that electronics remain at the forefront of gift preferences, signaling a steady demand for practical, high-tech items that can be enjoyed immediately and integrated into daily routines. The data also reveals a nuanced view of gift value, where tangible devices often trump services that require ongoing subscriptions, at least in the context of holiday generosity.
Overall, the findings suggest a cultural leaning toward tangible tech goods during the New Year season, with a cautious stance toward subscription-based gifts. This pattern underscores the importance for retailers and marketers to emphasize product features, warranty terms, and immediate usability when presenting technology gifts to Russian consumers. The study also hints at a broader trend: tech gifts symbolize not only utility but also a sense of future readiness, as devices and smart-home ecosystems become more commonplace in everyday life.
As researchers continue to analyze regional variations, the Russian market appears particularly receptive to gadgets and connected devices, while preferences for services, currencies, or file-based gifts remain more limited. The 1,200 participants from diverse regions provide a robust dataset for brands looking to tailor holiday campaigns that resonate with families, couples, and individuals seeking practical, high-tech surprises for the New Year.