An expert explained the decline in Russians' interest in sales

In Russia in November, the peak of consumer activity in November fell on the 11th day, while the last weekend of the month, declared "Black Friday", had an insignificant impact on the behavior of buyers. This follows from the data of the trade and production management service "MoiSklad", which were reviewed by "Izvestia" on December 9. Specialists analyzed the turnovers of 25 thousand companies selling goods in retail and online. CEO "MoiSклад" Askar Rakhimberdiev explained the reason for the decline in the interest of Russians in discounts.

If you compare the turnover of companies for November 29, 30 and December 1 of this year with the three days of Black Friday in November 2023, the increase was 8%. This is below the inflation rate, experts said. At the same time, comparing the data of November, which was the date of the sale, to October, they found that in 2022 there was a 26-percent increase in sales on marketplaces in November to October, in 2023 - 11%, and in 2024 - 5%. At the same time, revenue in traditional retail was lower in November than in October.

According to Rakhimberdiev, it can be said that Black Friday is working less and less, and there are two reasons for this.

"Firstly, the discounts are spread throughout November and different stores set them at their discretion. Secondly, the consumer has lost a lot of interest in discounts, as these discounts are not always real. Mostly on "Black Friday" they buy expensive goods for which they specially wait for promotions - appliances, furniture. In addition, the rise in prices forces the consumer to save money," he said.

In his opinion, probably, the main sales will be in December - during the payment of the 13th salary and bonuses.

Earlier, on November 8, in the Post Bank said that during the sales fraudsters have become active. As specified in the credit organization, the scheme of attackers was to transfer users of the network to third-party sites and steal their data and money after the offer of the most profitable action.