CloudPayments analysts, part of the Cloud group, examined online spending on cosmetics, women’s accessories and jewelry, payments for hairdressers and beauty salons, and purchases of home goods. The goal was to see how August 2022 compared with the same month in the previous year. Socialbites.ca has access to these insights for readers who want a clear view of consumer behavior in the beauty and home decor segments.
In August 2022, online turnover for hairdressers and beauty salons fell sharply, down by 61% versus the prior year. Online purchases in this category also declined by 34%, and the average receipt dropped by 27% to 1,907 rubles. The data indicate that fewer visits to salons occurred and, when visits did happen, customers opted for essential and lower-cost services rather than premium offerings.
Demand for cosmetics and personal care products followed a similar trend. Online turnover in this segment contracted by 16% in August 2022, with transactions down 21%. The average purchase value rose slightly by 6% to 3,857 rubles, suggesting that some shoppers consolidated their purchases or selected higher-value items only when necessary. Online interest in accessories and jewelry for women also waned, with a 23% drop in sales and an 11% decrease in the number of online purchases, while the average check fell by 12% to 983 rubles. These shifts reflect a cooling of discretionary spending in the fashion and accessory categories during that period.
Household decoration saw a clear decline in online demand as well. In August 2022, demand for home accessories such as vases, candles, paintings, decor items, and clocks decreased by 34%. Online purchases in this product group dropped by 51%, yet the average order value rose by 17% to 8,753 rubles. The pattern suggests that shoppers saved routines in step with tightened budgets, but when they did buy home decor items, they often chose higher-quality pieces or larger ticket items that could serve as longer-term investments in the home environment.
Earlier reports highlighted that Russians’ weekly spending had climbed by roughly 10% since the start of the year, a statistic that underscores a broader effort to manage finances in the face of economic pressures. Analysts note that consumer caution during August 2022 aligns with a wider trend toward prioritizing essential needs over discretionary purchases, a shift that has continued to influence online retail in related segments. Source attribution: CloudPayments.