March code: travel and sporting goods will be given on Women's Day

March 8 is no longer the same: this year Russians spend 11-12% more on gifts for women, but they choose differently. Instead of the usual bouquets and jewelry, services are favored — from SPA and tours to beauty treatments, as well as sporting goods, perfumes and even soft toys. Analysts also note the continuation of the trend towards "self-service": women are increasingly pampering themselves on their own, preferring services. You can find out what surprises are being prepared for the holiday, how preferences change and how much Russians are willing to spend in a special Izvestia article.

What is prepared as a gift for women

SPA and travel agency services, sporting goods, soft toys and perfumes were among the top gifts for International Women's Day, the analytical center "Check Index" of the company "Platform OFD" told Izvestia.

"In 2026, the buyer began to take a more conscious approach to choosing gifts," they noted.

The average receipt for a SPA certificate was 2,329 rubles, and the number of purchases increased by 12%. On average, 80.6 thousand rubles are spent on travel, which is 11% higher than last year. And the number of acquisitions increased by 8%.

"Goods from gift and souvenir shops will cost 681 rubles, the number of purchases decreased by 6%," the analysts added. — Bouquets, chocolates, jewelry and costume jewelry, as well as gift certificates were 9% less likely to be bought."

Before March 8, more and more women purchase gifts and services for themselves — this trend has been gaining momentum since last year. It turns out to be a kind of "self-healing". There was a similar picture before Defender of the Fatherland Day: then a lot of men also decided to please themselves, the OFD experts noted.

According to the Avito press service, among other gifts, care cosmetics are in the lead - they were bought more often by 65% on the eve of the holiday, spending an average of 1.4 thousand rubles per purchase. Sales of Dyson stylers increased by 28% — they cost an average of 50 thousand rubles. Perfume sales also increased by 9%, with an average price of 3.1 thousand rubles.

Purchases of electronic sports watches increased 12—fold year-on-year in the last week of February, and smart home accessories and smart rings increased almost five-fold, the Ozon press service reported. The demand for electric face and eye massagers, as well as for massage mattresses and mats, has almost tripled.

— Beauty products remain one of the favorite purchases for International Women's Day. So, on the eve of the holiday, sets of care cosmetics were purchased almost three times more often, and perfumes — 2.2 times more often than a year earlier, they added. — The gift is planned to be supplemented with your favorite sweets. Compared to last year, the demand for cakes before the holiday has almost tripled, for curly chocolate — 2.3 times, for waffles — 2.2 times, and for marshmallows — doubled.

According to the Cooper store and restaurant delivery service, together with the OnIn research company, sweets, chocolates, chocolate—covered strawberries, and marshmallow bouquets (38%) will be given on March 8.

Meanwhile, the number of web attacks on Russian cosmetics and perfumery stores in the first two months of 2026 decreased by 39% compared to the same period last year, said Alexey Pashkov, head of WAF at Solar Group.

— Closer to International Women's Day, statistics may radically change. Due to the growing threat, we recommend that large online stores and other companies implement protection against web threats," he advised.

What mistakes do men make?

For Russians, March 8 is an opportunity to express concern, gratitude and emphasize the special role of women in the family and society, said Maxim Kiryanov, Marketing and Communications Director of the modi brand of emotional goods.

—The focus is on gifts that combine emotional value and practical application," the expert explained. — So, on the eve of the holiday, the demand for universal gifts is noticeably growing, most often sweets, which are consistently leading in all top sales.

Also, by International Women's Day, there is a steady increase in interest in flower growing kits, for example, forget—me-nots or pansies, as an alternative to classic bouquets. They are also actively choosing household goods from spring collections with floral motifs. Vases and mugs are often the perfect addition to any gift.

— This year, before any holidays, the trend for limited and collectible toys has become noticeable, — Maxim Kiryanov added. — Increasingly, such gifts are chosen not only for children, but also for girls and women who appreciate unusual details in the interior and like to emphasize their hobbies. Collectible figurines have long ceased to be just toys: today they are a way to express individuality, add character to the space and show attention to the interests of the recipient.

LOL Surprise! dolls are an undisputed hit among girls, and among the adult female audience there is a growing demand for limited series and action figures of famous brands — Pop Mart, 52TOYS, Funko, Fuggler and others, mainly based on popular movie and cartoon universes, for example, Stranger Things, SpongeBob and Cheburashka.

"Such a gift makes a desktop or bookshelf brighter and turns from a simple thing into a small reminder of your favorite stories, which means it gives you sincere emotions that play a major role on any holiday," the expert noted.

Men often organize events on March 8, said Maria Meshalkina, founder of the M2 event agency. Camera formats are particularly popular — for two people.

"It can be a dark space where the senses are heightened, a digital art universe, or a fully blooming garden in which time seems to stop," she clarified. — Emotions are the only thing that stays with us forever. And that's the most valuable thing. Yes, beautiful things are pleasant, but it is emotional contact, a song, a verse, and a sincere conversation that create real magic.

However, it is often on March 8 that men make the same mistakes.: they give you "something universal," book a table in a restaurant at the last moment, or limit themselves to a bouquet on duty from the nearest supermarket.

— One of the most common male mistakes on March 8 is the lack of personalization and individuality, — says Maria Meshalkina. Not every woman dreams of "that" hype perfume from advertising, and not for everyone scarlet roses are a symbol of desired attention. Listen to what things she has been talking about in recent months, pay attention to her subtle hints — they usually already have a ready-made script for the perfect gift.

As the expert notes, sometimes, having spent a large sum, it is not possible to make a proper impression. And you can create real magic even from a limited budget if you invest in a well-thought-out and rational initiative.

— Do not neglect the surprises: the gift should not just be given, but lived in, — the expert added. — The wow effect is born where its thoughtfulness is felt. Avoid extreme scenarios and shocking gifts.

It's also not uncommon for men to underestimate the hype around holiday dates. The best restaurants, artists, and various recreational venues are always booked in advance.