Demand for alarm clocks, pajamas and nasal dilators has increased in Russia.

In Russia, the demand for alarm clocks, pajamas and nasal dilators has increased. This is stated in a study by ATOL analysts based on anonymized sales data for 17.8 million checks, conducted on the eve of World Sleep Day.

For example, the average purchase price of an alarm clock in 2025 was 883 rubles, which is 2% cheaper than in January–March 2024. At the same time, the number of sales increased by 10%.

The largest increase in the number of sales was recorded for nasal dilators. They began to be purchased 856% more often, and the average price was 698 rubles, which is 12% lower than last year.

Demand for pajamas and sleep masks also increased significantly, by 48% and 38%, respectively. On average, pajamas were purchased for 1,014 rubles (+2% from 2024), and a sleep mask for 428 rubles (+8%).

The average price for a mattress was 9640 rubles (+15%), for a mattress pad — 1634 rubles (+13%), for a blanket — 2122 rubles (+13%) and 1436 rubles (+7%) for a pillow. The purchase amount of a night light decreased by 7%: on average, in 2025 it was purchased for 946 rubles. Demand for this product also increased by 7%.

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What's behind the rise in demand for home devices

On February 27, the Moscow Metro, together with Zen, conducted a study on Sleep Day in public places and found that Russians most often fall asleep on the Sokolnicheskaya metro line of the capital. The Kaluzhsko-Rizhskaya line came in second place, followed by Serpukhovsko-Timiryazevskaya and Zamoskvoretskaya. According to the survey, 41% of passengers fall asleep on the subway at least every third trip.