Russians are buying more and more gifts from multi-brand markets, gadgets have long outstripped the books in popularity, and couples prefer dinner delivery to the home. Kokos Group experts told socialbites.ca about the trends in choosing gifts for March 8.
The last two years have shown that men order gifts for soulmates, mothers, and sisters in online marketplaces, and despite this category’s decline in popularity – 30% less in 2022 than in 2021 – they often opt for universal gift cards. At the top in terms of popularity are also gadgets and appliances, cosmetics, training courses, household goods and books. At the same time, the popularity of books as gifts for girls and women is declining – in 2022, 21% less than in 2021, food delivery (as a gala dinner) is gaining in popularity – an increase of almost 4 times per year .
The most expensive gifts in recent years are gadgets, the average check is 29,589 rubles. Men spend an average of 19,588 rubles on sports equipment and 19,126 rubles as gifts on tourist trips. The top category “household goods” closes with an average check of 17,006 rubles.
“We expect that by March 8 this year, the average check for the purchase of gadgets will increase to 30-33 thousand rubles. Considering the events and market conditions of 2022, we assume that the average amount of checks in the “auto goods” category will also increase significantly. Men will spend about the same amount on gifts in the “sports” category as in previous years, the average check may increase, but only slightly – up to 20 thousand rubles. Men will spend more on tourist excursions for their women due to increased seasonal demand for goods and services in the segment. But the demand for household goods may decrease significantly, so the category is most likely to lose its leading position. But the popularity of jewelry continues to grow, given the general positive dynamics in the segment in the 21 and 22 years, we expect an increase in the average bill by 20-25 thousand rubles,” said Alexander Shokurov, CEO of Kokos Group.
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