Russians began to spend less money on prom dresses

Average spending on graduation preparation has increased below the inflation rate this year, and even decreased in some positions. This conclusion was reached by analysts of the fintech company Humopeu and the analytical resource Check Index, having studied the payments of Russians from May 1 to June 10. The results of the study were reviewed by Izvestia on June 18.

Research has shown that modern graduates prefer practicality and comfort to expensive outfits. The demand for evening dresses and shoes remained at the same level as last year, while the popularity of sneakers and atelier services increased markedly.

"We are seeing a trend towards reasonable consumption. Graduates have become more likely to choose multifunctional items that can be worn not only on holidays," says Irina Polyakova, Head of Corporate Customer Support at YUMOPEU.

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Girls began to abandon white aprons and classic shoes in favor of elegant dresses and sneakers.

The gender gap in expenses remains: the minimum set for a graduate (dress, shoes, accessories and a visit to a beauty salon) will cost an average of 24,898 rubles. For boys, the basic set (suit, shirt, shoes and haircut) will cost half as much — about 12,425 rubles.

"From May 1 to June 10, the number of purchases of women's accessories increased by 38% year-on-year, and the turnover of stores in this category increased by 49%. The average check increased by 8% and amounted to 11,195 rubles," the study says.

The services of ateliers and hairdressers are particularly popular this year. The number of payments in sewing workshops increased by 8%, and in barbershops — by 13% compared to last year.

Experts attribute the changes in consumer behavior to the expansion of the available assortment in online stores and the general trend towards conscious consumption among young people.

Alexander Khvostov, Director of Relations with the educational community at MAXIMUM Education, told Izvestia on June 9 that it is possible to apply to universities before July 25 if additional entrance tests are not required. However, for applicants to specialties where there are creative, professional or specialized tests, the deadline is July 20.