Percentage run: what Russians bought at the fall sales
At the November "11.11" and Black Friday sales, the number of purchases increased by 5% and prices increased by 4% compared to last year, as calculated by Platform OFD, which specializes in fiscal data. Online, prices rose 3% and the number of purchases rose 18%. This sale season, demand for furniture, home goods, perfumes and hotel bookings increased. Less began to buy clothes, electronics, household appliances and sporting goods. At the same time, buyers did not wait for Black Friday and sought to buy promotional goods earlier - due to currency fluctuations and inflation expectations, experts say.
The most popular purchases at the November sales
During the November sales (the main ones were held on "11.11" and "Black Friday" - November 29), the average price tag in retail for the top 50 non-food categories of goods increased by 4% compared to the same period last year. It reached Br6.1 thousand, while the number of purchases increased by 5%. This was told to "Izvestia" by Dmitry Batyushenkov, General Director of the fiscal data operator "Platform OFD". Online, the average price of purchases amounted to 8.2 thousand rubles, which is 3% higher than last year, and the number of purchases increased by 18%.
-Most often Russians bought household goods, electronics, as well as clothes and shoes, while in the service sector they bought tours and booked hotel rooms, " says Dmitry Batyushenkov. - Due to the continued shift of shoppers to online, the development of retail media channels, total sales are increasing primarily in the e-commerce sector.
According to him, due to the early start of sales and competitive offers as early as the beginning of the month, buyers no longer emphasized the iconic date of Black Friday and did not wait until the end of the month. This year, currency fluctuations and inflation expectations have contributed to earlier purchases, says the CEO of Platform OFD.
According to the company's data, year-on-year purchases of furniture and household goods rose slightly in November 2024 (up 2% overall and 12% online). The median price for them increased by 10% to Br17.8 thousand. The number of purchases of perfumes and cosmetics increased by 3% (online - by 7%), while the average price exceeded last year's by 2%, amounting to Br4.7 thousand. Hotel reservations rose in price by 12% to Br17 thousand, while the number of transactions in this area increased by 10% (online - by 24%).
At the same time, as calculated by "Platform OFD", the number of clothing purchases decreased by 4% (although online it increased by 9%). Electronics and household appliances, the median price of which decreased by 8%, were bought less frequently at sales by 4%. Children's goods and sporting goods - by 4% and 3%. Although in online channels the number of transactions in these categories increased by 21, 7 and 10% respectively.
Some market participants record an even greater increase in interest in electronics.
- Compared to the period of November sales last year, purchases on Wildberries Digital grew the most in terms of the sum of sales - by 556%, - said the press service of the marketplace. - The category of large household appliances (149% growth), motorized goods (+129%), laptops (+112%) and gardening equipment (+98%) was actively developing.
Why sales are getting longer
Retailers are not limited to fixed dates for global and domestic sales. Many extend the terms almost for the whole month. Thus, in the online store of "Megafon" it was held from November 15 to 30. At a discount you could buy not only gadgets and accessories, but also various subscriptions, insurance and antivirus, the company said. Buyers saved from 3 to 50% off the regular price on the purchased goods, the company added.
-At the same time, contrary to the name of the sale, the most active day of the week was Thursday - 20% of all purchases during the campaign were made on this day. The next most active day was Saturday, which accounted for 16% of purchases. But Friday itself with the share of 15% took only the third place, - said the representative of the operator.
From November 8 to December 1, Avito hosted a nationwide sale of more than 15 million goods from private and professional sellers. In particular, it presented almost 10 thousand new top products, for a number of which the discount reached 90%, according to the company.
According to its representative, the most active period of sales was the first week: the number of transactions at this time was 10% higher than the average figures for other days of the sale. Particularly noticeable growth of interest was recorded in the categories "Lifestyle" and "Electronics".
- This year we recorded moderate interest of buyers to the November promotions: as a year ago, the most popular products were smartphones, goods for smart home, smart watches and tablets - listed in MTS.
Last year, Ozon switched to the model of long sales - when the discount season lasts more than a month, according to the press service of the marketplace. It is more convenient for buyers and sellers: clients can choose goods on the action in a comfortable mode for themselves, and sellers - in the usual schedule to supply goods to warehouses, the company explains.
- The sale, timed to "Black Friday", will last more than two weeks on Ozon - it began on November 15 and will end on December 3. As in the sale "11.11", the most popular with buyers categories remain clothes, goods for home, construction, repair, garden and vegetable garden, - said in the marketplace. - Among household goods, kitchen utensils, cooking utensils and food storage accessories are in high demand.
Why interest in sales is not growing
The unimpressive growth in the main categories of goods this year, as well as the decline in sales in some of them, indicates a decline in interest in such promotions, says Sergei Polovnikov, head of the Content-Review project. Buyers, at least the most advanced ones, realize that often it is not about real discounts, but about reducing the previously inflated price, says the expert.
Minor fluctuations in demand up or down for certain categories of goods against the background of passive buyers are hardly related to the sales: they can be explained by seasonality, the growth of exchange rates and prices, continues Sergei Polovnikov. Against the background of sluggish demand, it is not surprising that sales last longer and longer - it is possible that in the next few years, in order to justify advertising budgets, they will be held from mid-November until the New Year, he predicts.
The increase in the timing of sales is due to the fact that there are fewer people willing to participate in them, marketing costs do not pay off, said leading analyst of Mobile Research Group Eldar Murtazin. Now, in general, the market is cooling down, which is what the Central Bank is trying to achieve by raising the interest rate and trying to avoid the acceleration of inflation, he explains.
In the current situation, people are bringing money to banks, to deposits at high interest rates, the expert notes. At the same time, the increased interest in durable goods can be explained by the fact that people who have managed to buy new apartments are now organizing their households, in particular, buying furniture, large household appliances and much more, concludes Eldar Murtazin.
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