Analysts gave advice on choosing the best gifts for different budgets.

The rapid approach of the New Year is forcing Russians to visit shopping malls and online platforms more often in search of gifts for their relatives and friends. Alexander Shushunov, head of the marketing department of Scooter impulse products, told Izvestia on December 22 how to quickly choose a gift that will be appropriate and pleasant and at the same time fit into the budget.

"The most affordable but pleasant "token of attention" can be purchased by spending up to 500 rubles. The basic categories work well in this range — useful household items, sweet gifts, tea and coffee, and small holiday packages. Such gifts are popular precisely because of their accessibility, versatility, and lack of "commitment.": it's nice to receive, easy to give, suitable for both colleagues and friends," the expert said.

According to him, scented candles, New Year's themed chocolate sets, gingerbread on a mug or compact care products, such as lip balm, will also fit into this category.

Speaking about gifts from 500 to 1.5 thousand rubles, a universal segment, Shushunov noted a noticeable expansion of the choice. He added that customers are more likely to turn to care kits, kitchen accessories, unusual grocery sets, items for home and comfort. The man attributed cozy mugs, aromatic diffusers, board games, cosmetic kits, thermostats or warm mittens to the listed categories. Such a gift, as he emphasized, looks thoughtful, but remains quite affordable.

But gifts from 1.5 thousand to 3.5 thousand rubles can be called moderately serious. In the average budget, there is a growing interest in functionality and individuality, the expert believes. In these categories, he said, customers are more likely to choose small gadgets, toys, high-quality accessories, gift sets of food and drinks, and household goods. For example, simple wireless headphones, stylish organizers for the home, coffee or tea making kits, premium candles, small humidifiers or designer collections.

"Gifts from 3.5 thousand to 7 thousand rubles are already practical and impressive. This is a more conscious budget, which is more often allocated to important and loved ones. Among the optimal categories are smart gadgets like compact mini speakers or home assistants that improve everyday life: from coffee makers to massagers. High—quality blankets and textiles, stylish table lamps, and kitchen appliances such as electric coffee grinders, kettles, or mini blenders are also popular," said Alexander Shushunov.

The specialist recalled that cosmetic kits with premium products, as well as care collections for men and women, remain relevant. In this range, customers pay more attention to quality, composition, durability and aesthetics — they want the gift to last a long time and look stylish.

He clarified that gifts of 7,000 or more usually produce a "wow effect." This is where the presentations begin, which should impress, but at the same time remain rational. Users choose large household gadgets: robot vacuum cleaners, coffee machines, high-quality headphones, compact projectors, massage devices, multi-bakeries or air grills. There is also a growing interest in designer interior items, from stylish vases and wall posters to unusual lamps, the expert explained.

"What is considered an "optimal" gift now? Versatility remains the main guideline: a gift should suit different people and fit into different scenarios. In second place is the balance of practicality and emotion: the ideal gift is one that will be used often, but at the same time will give a sense of celebration," concluded Shushunov.

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On December 18, representatives of the ORO marketing research agency pointed to an increase in Russians' spending on New Year's Eve in 2025. According to their research, the largest spending on New Year's Eve is observed among young people and residents of the Central region. Young people spend more on holidays than older generations — on average about 24 thousand rubles.

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