A recent survey conducted in collaboration with the social network Odnoklassniki and the fintech YuMoney reveals how Russians approach shopping during discount periods. The study shows that a quarter of respondents make spontaneous purchases when discounts appear, 35% deliberately monitor seasonal price cuts, and 47% trust that discounts reflect real savings. The findings were reviewed by socialbites.ca and summarized for readers who want to understand the psychology behind sales-driven shopping.
Sixty percent of participants said they do not track sales. In contrast, 35% actively monitor discounts, and the remaining 5% take a more casual approach from time to time. Among those who watch deals, 45% plan to shop on Black Friday, 40% say they would buy a product if it appeals to them, and 10% do not intend to buy at all.
The majority of buyers, 61%, search for discounts on marketplaces. An additional 23% head to shopping malls, while 16% prefer to shop through social networks. Analysts from the OK social network note that since the start of November 2024, the average number of posts in the feed and in the Hobbies service about sales, discounts, promotions, and special offers increased by 33% versus the previous month.
On spending, 53% of respondents said they can set aside between 5,000 and 10,000 rubles. A quarter are ready to spend 10,000 to 20,000 rubles, another 10% intend to spend from 30,000 to 50,000 rubles, and the same share would shell out more than 100,000 rubles.
A quarter admit that their worst purchases during sales involved underwear and items in the household appliances and electronics category. About 15% are not satisfied with clothes and shoes from well-known brands purchased simply because they were heavily discounted.
Respondents could select multiple options for what Russians buy most during sales. The dominant categories were clothing, shoes, and accessories at 65%, followed by electronics and appliances at 52%. Jewelry purchases and subscriptions to online services accounted for 13%, while 8% buy tickets to theaters and concerts. Five percent spend on courses, training, and master classes.
According to the research, 25% do not prepare for possible discounts, and 22% fill their baskets in advance in online stores or marketplaces. Another 19% compare prices across different sites. 11% monitor price dynamics in markets, 10% study prices in stores, 7% make shopping lists, and 6% buy only what they plan to, regardless of discount size.
For the New Year, Russians name the gifts they want most.