Gifting patterns in Russia are shifting toward multi-brand marketplaces where gadgets now outpace books in popularity. Couples increasingly favor dinner deliveries for celebrations, and experts from Kokos Group shared these observations with socialbites.ca about March 8 gift selections.
Over the past two years, men have become active buyers for their partners, mothers, and sisters through online marketplaces. Even as the category faces a decline, down 30 percent in 2022 compared with 2021, universal gift cards remain a common choice. The leading categories by popularity include gadgets and appliances, cosmetics, training courses, household goods, and books. At the same time, the appeal of books as gifts for girls and women is waning, with a 21 percent drop from 2021 to 2022. Food delivery, presented as a gala dinner experience, has gained traction, increasing nearly fourfold year over year.
The most expensive gifts in recent years have been gadgets, with an average check around 29,589 rubles. Men typically spend about 19,588 rubles on sports equipment and roughly 19,126 rubles on gifts for tourist trips. The household goods category follows closely, with an average check near 17,006 rubles.
Experts forecast that by March 8 this year the average gadget purchase could rise to the 30,000 to 33,000 ruble range. In light of 2022 market conditions, the average ticket in auto goods is also expected to rise significantly. Men are projected to spend similar amounts on sports gifts as in previous years, with potential increases to around 20,000 rubles. Demand may grow for tourist excursions among gifts for women due to seasonal interest in experiences. Conversely, demand for household goods could see a noticeable decline, which could push this category to lose its leading position. Jewelry remains in a growth trajectory, supported by positive trends in 2021 and 2022, suggesting the average bill for jewelry could climb by 20,000 to 25,000 rubles, according to Alexander Shokurov, CEO of Kokos Group.
What marks a gift as unwanted by Russian women on March 8 is an important consideration for buyers this season, with guidance aimed at helping shoppers avoid items that might miss the mark.