Experts have assessed the ability of Russians to spend money on pleasure

The majority (58%) Russians allow themselves to make purchases for pleasure at least once a week. This is evidenced by the results of a study of the Dolami service.

At the same time, the figures have increased over the year since the last survey. Last year, most people made impulsive purchases no more than once a month.

During this time, the attitude of Russians towards the amount of such expenses has also changed: they began to spend more often, but the check decreased — for 60% of respondents it does not exceed 2 thousand rubles at a time. At the same time, almost a third leaves 2 to 5 thousand rubles in stores. Larger expenses are becoming rare: 9% are willing to spend from 5 to 10 thousand rubles and 2% — more than 10 thousand.

"The increase in the frequency of inexpensive purchases "for pleasure" is explained by the active development of online retail and the penetration of marketplaces into the lives of Russians. Fast delivery and the ability to order online anywhere and anytime has made small purchases easier and less noticeable for the budget. In 2025, 46% of respondents spend on themselves mainly on the Internet," the authors of the study said.

The vast majority of respondents stated that they make impulsive purchases under the influence of a good mood (77%), and 21%, on the contrary, under the influence of negative emotions. The respondents are also influenced by the change of seasons — 39% noted that they want to pamper themselves in the fall. At the same time, Russians most often buy clothes and shoes, cosmetics and perfumes, electronics and gadgets.

The study is based on anonymized data on spending by T-Bank, T-Business, and Doli customers from January 1, 2024 to October 1, 2025, as well as on a survey of more than 1,500 Russian residents over the age of 18 living in all regions of the country.

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