During the first week of the year, a fintech insights service reported a noticeable uplift in consumer activity. From January 1 to January 8, total purchases of goods and services rose by about 22 percent compared with the same period in the prior year, while the revenue generated through online platforms increased around 11 percent. Consumers directed a substantial portion of their spending toward gaming products, educational offerings, and courier services as the new year began. The findings summarize online payment behavior across a broad user base, based on transactions observed in the early days of the year and analyzed by the research team behind the payment platform service.
Courier services were among the most active segments in terms of sales volume during the holiday period. In the first eight days of January, courier orders surged by roughly 86 percent year over year. Early in the month, the number of users employing courier services rose about 54 percent, while the value of online-payments for these services grew by nearly 96 percent compared with the previous year. The average order value for courier transactions stood at about 5,299 rubles, reflecting a mix of expanded use and higher checkout amounts during the post-holiday period.
As the year kicked off, many households embarked on home improvement and cleanup projects. Payments for personal services rose by about 72 percent in the first eight days, with the count of paying customers up by 36 percent. The turnover from online platforms offering personal services increased by around 34 percent year over year. Despite the higher activity, the average bill for these services declined by about 22 percent, landing near 801 rubles per transaction.
Healthcare demand also picked up in these early days. The number of paid health services grew by roughly 23 percent, while the total turnover for medical institutions increased by about 46 percent. The share of residents using these services rose by about 5 percent over the first eight days of the year compared with the same period a year earlier. The average health-related bill climbed by around 18 percent to roughly 5,849 rubles.
Online for education and entertainment
Education-related activities attracted strong interest in the first days of January, with a broad array of master classes, continuing education courses, tutoring, and instructional content. The initial eight days saw a substantial uptick in paid enrollments for advanced training programs, instructors, and supplementary courses, climbing by more than double the prior year. At the same time, the number of people pursuing studies rose by about 2.7 times, while the turnover of online education platforms increased by approximately 2 percent. The average ticket, however, decreased by about half, landing near 949 rubles.
Beyond formal coursework, a notable portion of spending shifted toward educational media. Purchases in the category of access to educational content, including audio and video formats, rose by around 46 percent, and payments by about 41 percent compared with the same period in the previous year. The overall turnover for sites providing access to educational content grew by roughly 45 percent during the eight-day window, while the average transaction remained nearly steady at about 288 rubles.
Gaming products also saw elevated demand. Spending on games and related products rose by about 53 percent from the start of January to the eighth day, and the value of payouts grew by roughly 82 percent. The turnover of gaming sites increased by approximately 2.2 times, and the average purchase rose by about 43 percent to around 774 rubles.
Overall, the early days of January displayed a broad pattern of increased online activity across entertainment, education, and practical services, reflecting a mix of discretionary spending and essential purchases as households settle into the new year. The observed shifts highlight how digital commerce adapts to seasonal demand and evolving consumer priorities in the opening days of the year.