In the lead up to the New Year, many Russians allocate their funds first to gifts for loved ones and festive meals, a pattern confirmed by a Megamarket study and summarized by socialbites.ca. The spending pulse tightens around celebrations, with the youngest adults tending to invest more in holiday costumes and decorations, while older shoppers lean toward practical purchases. Specifically, 26% of those aged 18 to 24 expect their main outlay to go toward festive clothing and accessories, compared with 11% of respondents over 35 who envision clothing as a key expense.
Overall, preparation for the New Year is characterized by advance planning. A striking 85% of participants want to secure gifts at least ten days before the holiday, reflecting a preference for calm shopping and reliable delivery windows. Women typically begin their search sooner, whereas men tend to finalize their shopping in the final week or just a few days ahead of the celebration.
When it comes to budget, most respondents prefer not to exceed 20,000 rubles for New Year gifts. Among these, 30% target a range of 5,000 to 9,999 rubles, 26% aim for 10,000 to 19,999 rubles, and 18% plan to spend up to 4,999 rubles. In the capital, expenditures trend higher, with about 40% of Muscovites intending to spend more than 20,000 rubles on gifts for the season.
Shoppers typically diversify their purchasing venues for the pre-New Year period, mixing shopping malls, physical stores, marketplaces, and online platforms. Younger consumers especially favor online channels for gift procurement. A smaller portion, roughly 10–15%, relies exclusively on offline shopping.
For gifts, Russians most often prioritize cash, personal electronic devices, and jewelry. Women are more inclined to receive jewelry, perfumes, cosmetics, and tickets for travel or entertainment. Men, on the other hand, commonly receive gadgets, sports products, and items for home or personal use.
Industry feedback from sellers indicates a burst of assortment expansion in the pre-Christmas period. About 62% report broadening their product ranges, particularly in categories such as home appliances and electronics, New Year decorations, gift sets, and items for home comfort. The typical average check anticipated by sellers is up to 4,999 rubles. In addition, merchants plan to offer discounts of up to 25% on seasonal items, with shifts in timing around the holiday period—for example, 32% intend such promotions in the last days of December, 15% after the New Year, and 14% during the celebration itself.
A psychologist previously explained why presenting certain gifts with care matters, especially when the price tag is high. The sentiment is simple: thoughtful presentation can amplify the perceived value of a gift and enhance the overall experience for the recipient.