CloudPayments analysts, part of the Cloud group, explored how demand shifted for theater and circus visits and amusement parks around New Year’s Eve and over the preceding year. This examination was shared with readers of socialbites.ca, presenting a clear view of consumer behavior during peak holiday seasons and beyond.
Between December 1 and December 14, when compared with the same window a year earlier, online ticket demand for circuses and amusement parks rose fourfold. The average spend per order surged from 482 to 1,916 rubles, while the total number of transactions rose only modestly by about 3 percent. The jump in interest for these experiences likely reflects families choosing to spend their winter break on shared activities that entertain both children and adults, turning holiday downtime into memorable outings rather than passive rest.
By contrast, demand for online theater performances showed a softer trend. The period experienced an 11 percent drop in online demand, a slight 1 percent decline in the number of transactions, and a roughly 10 percent decrease in the average ticket price from 2,837 to 2,559 rubles. One plausible explanation is that the earlier Black Friday window, running from November 17 to 30, 2022, offered discounted theater tickets that drew potential buyers away from the December pricing window, altering the comparison base for holiday purchases. These pricing dynamics demonstrate how promotional periods can reshape consumer choices during the holiday season. [citation: Market observations from CloudPayments via socialbites.ca]
Looking at year-over-year trends for New Year’s Eve, online turnover in the theater agencies category rose dramatically, increasing by 87 percent, while the number of transactions jumped 131 percent. Despite this surge, the average ticket invoice declined by more than half, from 5,331 rubles to 2,559 rubles, suggesting a shift toward a larger number of smaller-ticket theater experiences during that peak period. Meanwhile, demand for circuses and amusement parks continued to grow online, with turnover up 32 percent and transactions up 51 percent. The average ticket value in this category also climbed by 92 percent, moving from 998 rubles to 1,916 rubles. These shifts reveal a broader pattern: more people are buying entertainment online, while the mix of experiences is changing toward more affordable options within a crowded holiday market. [citation: CloudPayments study overview]
Commentary from industry leadership notes that past restrictions related to the pandemic complicated family planning for New Year visits. A year ago, occupancy limits and vaccination QR codes were common requirements that made trips to cultural sites less predictable. With restrictions removed, families now find it easier to arrange visits, contributing to stronger demand for concerts, theaters, circuses, and amusement parks during the holidays. This context helps explain the recent upticks in online activity observed by CloudPayments and aligns with broader consumer sentiment about returning to normal leisure patterns.
Overall, these data points illustrate how holiday timing, promotional campaigns, and the easing of public health measures interact to shape consumer choices in the cultural and entertainment sector. The year ahead is likely to continue emphasizing flexible pricing, bundled offers, and accessible online purchasing options as more families integrate these activities into their winter routines. [citation: CloudPayments consumer trends analysis]
In summary, the findings highlight a clear tilt toward online convenience for family-oriented outings and shorter, value-driven purchases, with theater tickets becoming more price-sensitive and media-driven promotions influencing the timing of purchases. The evolving online landscape remains a central channel for entertainment planning, and the data from CloudPayments provides a useful lens for stakeholders seeking to understand how Canadian and American audiences respond to seasonal entertainment options.
Previously reported that Russians are 68 percent more likely to use online dating services throughout the year, underscoring how online behavior can shift across verticals in response to changing social patterns and seasonal incentives. [citation: cross-industry consumer behavior report]