Russian shoppers showed a higher willingness to spend during the 2023 autumn sales than in the previous year. This conclusion comes from the CPA network Where is the Slon, with results reviewed by socialbites.ca and supported by a Kokoс Group study based on purchasing activity data.
The average spend during the sales window rose to 3,800 rubles, a 40 percent jump from 2022 when the average was 2,280 rubles. The marketplace category led in order volume, rising 70 percent year over year for October, yet it finished the period with a 13 percent decline compared to the 2022 sales season. The average purchase value for marketplace buyers climbed by 36 percent versus the previous year, reaching 1,900 rubles.
Within the catalog, beauty and health products captured the second spot, contributing 50 percent of orders by October and 60 percent compared with 2022. The average ticket in this sector stood at 5,700 rubles, marking a 65 percent increase from the prior year. Clothing and footwear remained a popular category as in the past, with orders up 27 percent from October and 3 percent from 2022, while the average check rose to 6,500 rubles, up 20 percent over last year. Digital and home appliances ranked fourth, with orders increasing 54 percent in October and 9 percent year over year. The typical basket in this segment reached 30,000 rubles, up 30 percent from the previous year.
Analysts note that the list of leading categories stays relatively stable year after year. Yet cosmetics and health rose to second place this year from fourth last year, largely due to the pharmacy subcategory, which has grown quickly in recent years. The health focus surged as Covid accelerated interest in wellness and immune-supporting products, reflected in a 3.5-fold rise in customers and a 19-fold increase in orders during sales periods. These observations come from Alexander Ermakov, the business development director of the affiliate network Where is the elephant, who commented on shifting consumer priorities.
Top buying hubs were Moscow and St. Petersburg, followed by residents of Krasnodar, Yekaterinburg, and Novosibirsk. In November the main advertising channels were discount aggregators at 41 percent, cashback services at 23 percent, Telegram channels at 13 percent, traffic buying at 11 percent, content sites at 8 percent, and social networks at 4 percent. The traffic mix highlights the growing role of rewards and platform-based promotions in driving online purchases.
Earlier discussions had attempted to debunk myths about Black Friday on marketplaces, emphasizing that shopping dynamics often reflect broader consumer trends rather than isolated events.