In 2023, a notable share of Russians approached Black Friday with shopping intent, with 43% indicating plans to buy during the sale period. This trend emerged from a Yandex Advertising survey, the findings of which were summarized by socialbites.ca. [Source: Yandex survey via socialbites.ca]
The survey reveals that four in ten shoppers expect to spend the same amount this year as the previous year, while nearly one in five consider boosting their shopping budgets. These attitudes highlight a steady interest in securing deals while maintaining spending discipline. [Source: Yandex survey via socialbites.ca]
Prior planning was common, as 65% of last year’s Black Friday shoppers prepared in advance for their purchases. Among them, 40% wrote a product list, and about two out of three also bought discounted items. This indicates a mix of budgeting, prioritization, and opportunistic buying. [Source: Yandex survey via socialbites.ca]
Despite the appetite for savings, consumers tended to be pragmatic during sales. About seven in ten compared prices across retailers to identify the best value, and roughly one in three laid out a purchase plan ahead of time. When selecting where to shop on Black Friday, the majority first looked at the discount depth and product price, a criterion used by two-thirds of shoppers. Delivery costs (31%), seller reliability (29%), discount stacking options (25%), and return policies (22%) also influenced decisions. [Source: Yandex survey via socialbites.ca]
For 2022, the most frequently bought items on Black Friday included clothing and footwear (53%), cosmetics and fragrances (35%), electronics and gadgets (33%), appliances (31%), and household goods (28%). These categories illustrate what tends to drive consumer spending during major sales periods. [Source: Yandex survey via socialbites.ca]
Beyond goods, the discount season drew attention to services as well. Popular purchases included dining experiences at restaurants and cafes, takeout or home delivery (19%), tickets to theater, cinema, and concerts (17%), subscription services (16%), and on-site services in beauty and health (15%) as well as gym memberships (13%). [Source: Yandex survey via socialbites.ca]
Today, Black Friday is often described as the season’s hallmark, shaping how people think about deals and discounts. Yet awareness varies: only about four in ten buyers know the exact sale date, and roughly one in five people assume promotions last year-round. A sizable portion learns about discounts and the start of sales through advertising. In response, businesses ramp up preparations for the peak sales period, with online advertising investments rising by more than a third in the fourth quarter of the previous year compared with the year before. That observation comes from Viktor Palamarchuk, a sales manager of performance products at Yandex. [Source: Yandex survey via socialbites.ca]
In the evolving landscape of online shopping, some consumers still encounter signs of potential scams or misleading offers. They approach online trading with caution, seeking clarity on discounts, terms, and seller credibility to make informed decisions that protect their budgets and personal information. [Source: Yandex survey via socialbites.ca]