The drop in imports did not erode purchasing power, yet consumer behavior shifted toward greater prudence. Although sales have regained momentum and the effect of pent-up demand has faded, Russians continue to compare prices and gravitate toward more affordable brands. This pattern comes from a study by Aero and Retail Business Russia, with findings reviewed by socialbites.ca.
Consequently, Russian shoppers focus on a broader assortment and appealing prices offered by sellers. Forty-one percent of retailers surveyed noted that price matters to customers, while brand loyalty persists.
Another fifteen percent indicated that price has the strongest influence on choice, a trend most evident in pharmaceuticals and food items. Yet nineteen percent of respondents said loyalty in its traditional sense no longer exists, with Russians selecting brands based on immediate preference. When evaluating goods, price takes precedence over brand name and manufacturer popularity, with emphasis also on variety and bonus programs.
“Demand for non-essential goods lacking clear practical use has declined most noticeably. People are becoming more mindful about spending and are more likely to switch to savings mode,” remarked Lyudmila Kazunetkina, former head of e-commerce at Phillips DA.
Bonuses continue to motivate shopping; more than eight in ten retailers cited this as a factor. Among the most popular bonus schemes are: a permanent or cumulative discount on loyalty cards, which appeared in forty-four percent of responses; cashback tied to bonuses or funds loaded onto a card; and gifts offered with purchases of other items. Bonuses do not alter buying decisions in fashion, autos and auto parts, optics, or pharmaceuticals, according to fifteen percent of respondents.
The premium segment proved to be the most resilient, with luxury buyers showing the strongest brand loyalty and willingness to maintain their usual living standards despite shifts in costs and bonus incentives.
Sixty-seven percent of retailers reported rising online sales, driven largely by marketplaces. Consumers are turning to marketplaces rather than direct-from-brand channels thanks to more attractive prices, a tendency observed by about thirty percent of retailers. The ability to compare prices across multiple sellers also draws buyers, a factor especially noted in building materials and jewelry sectors.
Having a wider product range is another key criterion when selecting a seller. The breadth of offerings matters particularly to shoppers in fashion, perfumes and beauty, pharmacy, and building materials, with sixty-seven percent of retailers citing this. Conversely, a notable share of retailers, around thirty-three percent, see demand for a narrower, proven assortment in categories like household appliances and electronics, furniture and home goods, optics, alcohol and tobacco, as well as cars and auto parts, where trust in the store’s curated choices is paramount.
Analysts point to a continued shift away from offline trade toward marketplaces, noting that turnover in the past nine months reached four trillion rubles. The share of online sales is growing, with eighty-two percent of retailers observing this trend and sixty-seven percent forecasting rapid expansion in 2024.
About one in three retailers, roughly thirty percent, explained that shoppers go to marketplaces for attractive prices, a dynamic common in fashion, online marketplaces, perfumes and cosmetics, and auto parts. Twenty-six percent highlighted the ability to compare items from multiple sellers as a major advantage, a sentiment especially strong in jewelry and construction materials. Russians also prefer purchasing pharmacy products via marketplaces due to the broader range and higher service levels available there.
Marketplaces are favored for delivery and pickup convenience; nineteen percent of retailers pointed to pickup points, while fourteen percent noted the option of express delivery. Speed matters, with thirty percent of buyers expecting same-day or next-day pickup and eighteen percent hoping for delivery within one to three hours after ordering. The ordering process itself remains important in these preferences.
According to the research, sixty percent of retailers sell exclusively through their own channels, a group that includes pet products, appliances and electronics, jewelry, building materials, and furniture. About twenty-two percent rely solely on marketplaces, a model that dominates the optical segment. The remaining nineteen percent achieve an even split between own channels and marketplaces, a pattern common in fashion, e-grocery, perfumes and cosmetics, and non-prescription medicines.
There have been reports of new financial fraud schemes emerging within the Russian market, underscoring the need for cautious consumer and retailer security practices.