Analysts note a notable rise in Russian consumer activity during January 1–8, 2024, across spa services, entertainment events, dining, and education, compared with the same period in 2023. This trend is drawn from a joint study by YuMoney and Chek Index, with results reviewed by socialbites.ca.
During this eight‑day window, online purchases for entertainment event and theater tickets surged, tripling year over year. The number of buyers grew twofold, while the average ticket size edged up by 2%, landing at 2,214 rubles.
Online turnover for cafes and restaurants also doubled in the early days of 2024. Catering payments rose by 93%, and the customer count increased by 48% relative to the previous year. The average bill rose by 14% to 2,803 rubles. The aggregate number of purchases in cafes, restaurants, and fast-food venues during the January holiday period climbed 7% versus 2023, with total turnover up 15% and the average invoice up 8% to 1,050 rubles.
Experts observe that severe frosts kept people indoors with family and children during the New Year period. As a result, many focused on dining, spa visits, and health and beauty services. Even though last year’s high base loomed large, spending in experience and entertainment categories still increased noticeably.
There was a 31% rise in purchases at children’s entertainment centers compared with the previous year. Payment turnover grew 40%, and the average invoice rose by 9% to 11,602 rubles. In the first days of 2024, movie ticket purchases climbed 11% and turnover rose 16%, while the average bill gained 5% to 753 rubles.
Online spa service payments increased by 43% year over year during the January holidays. Purchases of such services rose 10%, and the number of buyers grew 27%. The average bill jumped 29%, reaching 4,707 rubles. Check Index experts highlight that demand for spa services tends to peak during New Year holidays. Relative to the previous year, the total number of spa payments rose 51%, turnover grew 62%, and the average invoice climbed 11%, to 2,801 rubles.
Additionally, during the cold holidays, Russians made more visits to beauty salons. Spending in salons rose by 3% versus the same period in 2023, while payment turnover increased by 10% and the average check by 7%, arriving at 1,624 rubles.
Holiday travel spending was directed mainly toward shorter trips. Travel agency purchases climbed 11% compared with the same period in 2023, payment turnover rose 36%, and the average bill increased by 25% to 17,829 rubles.
Online hotel turnover during these dates grew by 96%, with payments up 60% and the number of paying customers up 41%. The average invoice rose 22% year over year to 11,704 rubles.
In addition to entertainment, education remained on the radar as Russians pursued university studies, retraining, or continuing education. From January 1 to January 8, 2024, online education payments at universities doubled compared with the prior year. The number of payments and payers also doubled, though the average transaction amount stayed the same at 14,392 rubles.
Note: the observed shifts reflect a mix of leisure, personal wellness, and learning investments during the holiday period. The data indicates a broad strengthening of consumer activity across services tied to experience, family time, and personal development, even when base levels from the previous year were high. (YuMoney and Chek Index; interpreted by socialbites.ca)
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