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Adults most often bought costumes of Santa Claus and Snow Maiden to celebrate the New Year "in character", while for children's matinees they bought outfits of Masha from the cartoon "Masha and the Bear", snowflakes, Harry Potter and Nutcracker, representatives of marketplaces told Izvestia. The top seller for all ages was the symbol of the coming year - Snake. Russians spent an average of 4.8 thousand rubles on the festive image. The costume should be made of high-quality and breathable fabric and correspond to the conditions of the matinee, doctors reminded.

How much spent on New Year costumes

On the eve of the New Year's holidays, Russians more actively than a year earlier, chose for themselves and children unusual images - carnival and masquerade costumes bought 10-12% more, reported analysts of the resource "Check Index" of the company "Platform OFD".

An average of Br4.1 thousand was spent on one carnival costume for an adult, which is 12% more expensive than a year earlier. A costume for a child cost Br3.9 thousand - 14% more expensive than in 2023. Another Br751 was spent on costume accessories.

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Photo: Global Look Press/Komsomolskaya Pravda

The popularity of New Year's images was promoted by the full return of mass holidays in educational institutions and corporate parties in companies after the pandemic, analysts believe.

- Sales are strongly supported by the industry of ordering entertainers - New Year's characters at home. Against the background of the rise of the sphere of festive services in general, specialists in out-of-home greetings have become more in demand, respectively, the volume of purchases of necessary props has increased, - emphasized there.

In November-December the top purchases for adults were clothes of Santa Claus, Snow Maiden and other popular animation characters. For children, in addition to cartoon characters, outfits of fairy tale creatures were ordered. New Year's images were mostly purchased online, as well as in non-network retailers, and less often sewn in an atelier.

Who dressed up as

Online marketplaces confirmed to Izvestia the growth of interest in New Year costumes in 2024. Thus, on Avito their sales in November-December increased by 7% year-on-year. One costume cost an average of Br1.8 thousand for an adult and Br1.3 thousand for a child.

Adults, in addition to Santa Claus and Snow Maiden, also chose outfits of an elf, princess, Harry Potter, follows from the site data. Popular was the image of Barbie and sports suits in the style of the 90's.

Russians remembered that in childhood they were dressed for Christmas trees in costumes of snowflakes, Snow Maidens and foxes, and boys - in bunnies, wolves or bears, showed the survey conducted by "Avito". And at the end of 2024 chose for girls the image of Masha of "Masha and the Bear" - its sales this year increased by 25%. In addition, popular outfits are snowflake, Red Riding Hood, ladybug and princess. For boys actively bought costumes of the heroes of "Star Wars", Luntik, Harry Potter, Deadpool and Joker.

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Photo: Izvestia/Mitriy Korotayev

On Wildberries in the top sales were costumes of snowman and Snow Maiden, Santa Claus. Also very popular were the outfit of the Roman and Nutcracker. The average check for costumes on the marketplace amounted to Br1 thousand.

On Ozon, the top five most popular outfits for girls included a snowman, a fox, a unicorn, a gray bunny and a bear. The top for boys includes a bear, a wolf, a snowman, a hedgehog and a penguin. Some of the most popular foreign characters include Spider-Man, Harry Potter, Princess Elsa, a pirate and Lady Bug. Popular for children and adults was the image of the symbol of 2025 - Snake.

Mothers actively bought New Year outfits not only for their children, but also for themselves. Thus, holiday and evening dresses, tops and skirts were the top sellers on Ozon Fashion in December. Buyers preferred the classic black color, as well as white, beige and gray. Green dresses became the second most popular before the year of the Green Wood Snake.

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Photo: IZVESTIYA/Andrei Ershtrem

On Yandex Market, dresses, T-shirts, tops and jackets were popular in December. Also in December, sales of scarves, belts and ties increased.

How to choose costumes

When choosing an outfit for a child for a Christmas tree or other holiday, it is important to take into account not only the child's preferences, but also other factors, reminded "Izvestia" pediatrician of the children's department of the family clinic "RZD-Medicine" Maria Vorotintseva.

First of all, according to her, you should pay attention to the material. It is best to choose natural fabrics, but if the suit is made entirely of synthetics, it is desirable lining of linen or cotton. This will provide greater comfort for the child's skin.

- It is also necessary to check the small details of the suit: all elements must be securely fastened, so that the child accidentally could not tear them off and swallow. The costume should fit the child's size or be slightly larger to ensure freedom of movement when actively participating in the holiday. It is important that the costume does not restrain movement and does not overstretch the body, - emphasized the doctor.

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Photo: Izvestia/Mitriy Korotayev

Children are actively moving, so the material of the costume should be breathable to maintain normal thermoregulation. For children prone to allergies, it is especially important to avoid bright colors and pungent smells of fabrics.

When buying a costume, it is better to give preference to trusted stores, where you can familiarize yourself with the composition of materials and the country of manufacture, says Maria Vorotintseva. Special attention should be paid to New Year's masks: you should avoid neck ties, choose options with good ventilation and without rough surfaces, so that the child was comfortable to wear the mask and easy to remove it.

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