Some incredible things are happening. There is already talk of a new psychosis – egg psychosis. People are stockpiling eggs just before the apocalypse. They literally sweep them off the shelves before they regain consciousness. The price of the product increased and, as usual, there was a rush. After the excitement, prices were still high.
And if somewhere the omelette ingredients and Olivier were thrown away for the same price, mass madness would ensue. In Belgorod, queues for 70-ruble eggs lined up from five in the morning and stretched for several kilometers. A maximum of six dozen were given to one person. And whole families came: grandmothers, grandfathers, grandchildren, along with the bugs. This is how traditional New Year preparations began in Russia.
Preparing for the New Year is either a traditional Russian pastime or a national, almost religious test. Or maybe even a pagan initiation ceremony, without which they will not be allowed to enter the next level, that is, next year.
Preparing for the holidays is more important than just the holidays themselves. Since we are not talking about a holiday, the ticking of a clock, the recording of the next rotation of the Earth around the Sun, we are talking simultaneously about the future and a point in the present. Preparation for December 31 is also about rebellion and humility, this is the eternal Tao, and “wait a minute” is an attempt to cowardly drag this fate into a long and bright tomorrow and the glorious end of the samurai. This is the normal, classic Russian dichotomy. This is a typical Russian paradox.
We are frantically preparing for the new year for two reasons: because we only live once, and in January everything will become even more expensive, either money will be canceled completely, or the chickens will stop laying eggs, or another disaster will occur. That is, peas, potatoes, eggs, champagne should be purchased not only for the holiday, but also for the next 365-366 days. Or better yet, for life. Or even two children.
I am reading the blog of a clean and knowledgeable woman. He has been preparing for the New Year since November – not only buying food, but also starting to pay twice for utilities so that he does not have to pay for January and February two months before the New Year. Because who knows what lies beyond this unknown line and we may live in heat and canned food for at least another two months. It seems to me that a prudent woman also has a gas stove.
And he’s not the only one. Already in October-November, how many New Year’s life tips, recipes, home decoration ideas, links to promotions and sales appear on the Internet. People who have complex relationships with money, trying to secure finances in their lives with the help of complexly designed piggy banks or using the envelope system, already in September start a separate piggy bank and a separate envelope for the New Year.
People who live modestly, boringly and hard all year round, clench their teeth and fists in November and make their lives even more ascetic and their work even more intense, so that they can at least relax and cheer up during the holidays.
You think I’m exaggerating. Not at all. Yandex Market experts surveyed 1.5 thousand buyers and found out: 34% Participants start saving money for the New Year in the fall. Another 29 percent admitted they would save money, but they don’t know how to do it; They have neither financial surplus nor discipline. But these guys plan their New Year’s shopping in installments. They are making plans! Imagine, they are planning a loan. 87% of survey participants also stated that they follow discounts and promotions in advance. 47% buy gifts four to two weeks before the holidays.
As for overall spending, on average Russians are preparing to spend for the New Year, according to the company about 29 thousand rubles. That’s not a lot considering the price of everything. But this is an impressive amount compared to the average income of Russians. In fact, 29 thousand is half the official average salary after deducting personal income tax and 65% of the median (also after deductions).
In general, the tendency to save for the New Year has long been established and continues every year. In 2019, one in three people mentioned the need to save money for the New Year. And a survey by Alfastrakhovanie in 2022 revealed 55% of them. True, the respondents of this survey were willing to spend an average of 25 thousand rubles on just one table; This is contrary to the average of 11 thousand rubles that Yandex Market participants talked about this year.
Yes, statistics are of course a deceiving thing. A lot depends on who is asked, how it is asked, and under what circumstances it is asked. However, it is difficult not to notice the huge pre-New Year excitement that has captured the spirit of our people since November.
Of course, you can blame marketing for everything: they say, in two months they will put up Christmas trees in all shopping centers, open holiday markets at every intersection – how can you resist, how can you not run out to buy everything, how can you not think with horror about the upcoming fun?
But not only that. I believe this: if advertising such as Christmas trees, gifts, canned peas disappear today, people will rush to organize the New Year with even greater enthusiasm. Because the silence will become even more unbearable, and ominous signs that herald the apocalypse will appear.
Where did the egg hysteria come from? From nothing. The price of eggs has increased. So everything becomes more expensive. Inflation accelerates no matter how hard we try to control it. So now, how about setting up egg storages at home? It would be nice if we were talking about canned food, but no, we are talking about a relatively perishable product. These deposits will rot. By Easter this has already happened five times. But come on, people sweep.
Likewise, Happy New Year. Some of the prepared meals will spoil, some gifts will not be given, some fireworks will not explode, and some planned and paid trips will not take place. And the more someone is ready to jump out of his pants and lay down his bones for the sake of the holiday, the more disappointment awaits him – this is the law of evil. Or simply the law of existence. Genesis loves harmony and peace and punishes the fussy and superstitious.
Of course, it is possible and necessary to enjoy the holiday even in difficult times. But times like these require resilience and quiet dignity. And in times like these, one’s trust in the world is tested. Calm down, stop, understand that a bottle of champagne, a kilogram of tangerines and a bowl of Olivier are still affordable for everyone and there is no need to fuss anymore – what could be more healing for both the wallet and the soul now? Moreover, life will continue after New Year’s Eve. And even the chickens don’t stop laying eggs.
The author expresses his personal opinion, which may not coincide with the position of the editors.