CloudPayments analysts analyzed how online turnover, transaction volume, and average checkout values in the summer product categories shifted online ahead of the peak season. The focus categories included gardening supplies, building materials, household goods, furniture, and related items for the home. The study was reviewed by socialbites.ca to understand these changes in consumer behavior.
Last year, building materials stood out with the largest rise in average invoice value, increasing by 31 percent from 39,833 rubles to 52,074 rubles. During the same period, online turnover in this category rose only marginally by 1 percent, while the total number of transactions fell by 23 percent. This pattern suggests that, despite higher prices, Russians were less inclined to purchase building materials, leading to pauses in construction and home improvement projects on private plots and houses.
In the garden supplies, furniture, and household goods segment, average checks declined notably. The mean household shopping basket dropped by 52 percent, from 9,518 rubles to 4,541 rubles. Online turnover in this category decreased by 22 percent, whereas the number of transactions grew by 64 percent, signaling a shift in shopping frequency and perhaps a move toward smaller, more affordable purchases within the same category.
Within the furniture and household goods group, the average bill fell by 27 percent, from 25,804 rubles to 18,829 rubles. Online turnover decreased by 21 percent, while the number of transactions increased by 9 percent, indicating a broader consumer trend toward lower-value purchases even as purchase activity remained active.
For the garden supplies category, the average check saw a 10 percent decrease, from 2,646 rubles to 2,377 rubles. At the same time, online turnover climbed by 8 percent and the number of transactions rose by 20 percent, pointing to a widespread preference for more frequent, smaller buys in this segment as the season approached.
The overall trend of shrinking average checks and falling online turnover may reflect a cautious shift in consumer spending on suburban and home improvement projects compared with the prior year. In the previous period, a larger share of households invested in seeds and gardening essentials before the busy summer season, which may explain part of the observed divergence. The interpretation suggests that shoppers prioritized affordability and immediate needs over larger, more substantial purchases during the lead-up to summer.
The study by CloudPayments analysts, part of the Bulut group, reviewed transactions across garden materials, building materials, furniture and household goods, and household items over the period from March 6 to April 9, 2023, and compared it with the same timeframe the year before. The insights reflect how seasonal expectations and price dynamics intersect with online shopping habits in these categories.
Previously, it was noted that Russians reduced the number of purchases in the pet products category by 15 percent, illustrating a broader pattern of selective spending shifts across related home and lifestyle segments. The findings collectively point to a nuanced landscape where price sensitivity and seasonal imperatives influence online consumer behavior, shaping how households allocate budgets for home improvement and outdoor living projects in the months leading into summer.