Crawling year: Russians buy up snake souvenirs

Snakes have overtaken dragons

In November-December, Russians are buying up souvenirs with a snake, which will be the symbol of 2025 according to the Eastern calendar. Sales are already 11% higher than they were a year ago for products with a dragon, according to the data of the analytical center "Chek Index" of the company "Platform OFD" available to "Izvestia".

On average, Russians spend 483 rubles on snake souvenirs, the analysts calculated. The most popular were statuettes, magnets, key chains.

- The number of purchases for such products began to grow actively from July-August. For example, in August they were bought twice as much as in July. In September - twice as much as in August, in October - three times more than in September, and in November - 2.5 times more than in October, - explained in the "Check Index".

This year, due to a warmer fall, sales of New Year's paraphernalia shifted to the end of November and December, analysts added.

- Accordingly, in December there is a more significant growth - over 30% year-on-year in the main categories of holiday goods, including souvenirs in the form of symbols of the coming year, - they said.

More than half of such goods are purchased online.

What kind of snake souvenirs Russians choose

Marketplaces and other online platforms confirmed to Izvestia the growth of interest in gifts with the symbol of the coming year. Thus, on Wildberries sales of such goods increased by 412% year-on-year. The most popular are tea and coffee, chocolate, kitchen towels, Christmas tree ornaments, T-shirts, calendars and magnets with the image of a snake.

Shower gels, shampoos and other hygiene products with the symbol of the coming year are most actively purchased on "Avito". In November, sales of collectibles with the symbols of the year of the Snake - figurines, lighters and other products increased. In addition, children's toys in the form of a snake are selling well.

- Also, Russians in November this year became 2.6 times more often than in October to buy goods for the interior with the symbol of the coming year. You can find interesting handmade options: candles in the shape of a snake, a statuette in the form of the symbol of 2025, caskets and much more - emphasized there.

Off-line stores also record the growth of interest in snake souvenirs. Souvenir figurines, themed posters and magnets are especially in demand, Anastasia Kozlova, category manager for seasonal and festive goods at Fix Price, told Izvestia,

- These goods show stable interest of buyers, comparable to last year's figures, especially against the background of general sales growth in recent weeks," she added. - This year is characterized by a later start of active purchases of New Year's products. The sales growth started closer to the end of November, which may be due to weather conditions - warm fall and lack of snow may have influenced the creation of a festive mood. Nevertheless, we are currently recording a daily increase in demand.

Images of snakes began to decorate cakes and sweets, emphasized the director of analytics of Flowwow flowers and gifts marketplace Alexander Devyatkin. Last year, gifts with the dragon began to buy more actively in the last two weeks of December, and the maximum value of their sales reached from December 25, increasing tenfold compared to the beginning of the month, he explained.

- We expect that this year, too, sales of goods with the symbol of the new year will begin to grow in the last two weeks of December, - said the expert.

What Russians expect from souvenirs with the symbol of the year

New Year's souvenirs began to buy more actively due to the growing popularity of online platforms, believes independent PR-consultant Denis Goldman.

- And it is not only about marketplaces. Some companies, individual entrepreneurs and self-employed sell through social networks or specialized online platforms. According to Data Insight, online commerce will grow by 36% in 2024. 'Buying something online, with the proliferation of PVZ outlets, is easier than ever,' he emphasized.

People, as a rule, hope that the bought symbol of the year will bring them good luck in business, psychologist Natalia Naumova explained to Izvestia.

- Someone starts buying up such items, having succumbed to the influence of their friends and acquaintances. They see that everyone around them is buying such items, and they start doing it too. Especially now calendars, magnets, etc. are actively sold everywhere," she emphasized.

Besides, buying souvenirs creates a festive mood and causes pleasant emotions.

- It's normal to want to believe in miracles and magic, thus taking off a little bit of responsibility and shifting it to someone else. But everything should be within reasonable limits. If a person believes too much in omens and magic, he or she may lose autonomy in decision-making, start to rely too much on someone else. This can ultimately hinder the achievement of goals," she warned.

On the wave of hype one should not buy live snakes, experts emphasized.

- It is believed that such pets will bring good luck. Nevertheless, this exotic way is not the most environmentally friendly: so, last year after the celebration of reptiles began to mass surrender to nurseries, when it became clear that it is labor-intensive to take care of them, - said Denis Goldman.

The capital's Department of Nature Management and Environmental Protection also urged not to give snakes for the New Year. Specialists emphasized that the maintenance of animals and the safety of loved ones should be approached responsibly. Taking care of snakes requires substantial investment, so giving them without warning is a bad idea, the department emphasized.