Russians have doubled their purchases of household goods by spring

In early spring, Russians traditionally tend to refresh the house and carry out a general cleaning, getting rid of excess. This seasonal habit directly affects consumer behavior: in February and March, there is a noticeable increase in interest in cleaning and household goods, according to a study by Megamarket. The survey data was reviewed by Izvestia on March 31.

So, according to analysts, in February 2026, Russians were twice as likely to buy household and cleaning goods compared to the previous month. In January, 26.5% of the total number of orders for the period from January to March were completed, while February accounted for 56.3%. Sales peaked in the week from February 16 to February 22.

Interestingly, most of the turnover in the household and cleaning products categories is made up of men — they account for about 58% of total sales, while the share of women is about 42%. Despite the lower turnover, women make more purchases: they place 56% of orders in the category, while men make 44%. Analysts attribute this to the fact that women are more likely to purchase small goods and supplies for cleaning, while men choose more expensive items for the home, primarily household appliances.

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As a rule, orders are not limited to cleaning supplies only. In 34% of cases, household chemicals are added to them — this is the most common combination. Bathroom accessories, kitchen textiles, and household cleaning products are also often found in the basket. At the same time, approximately one in three orders (33%) consists only of cleaning products.

"The category of cleaning products remains one of the most in demand for cashback write—offs - customers tend to use the accumulated bonuses to the maximum benefit, primarily for regularly purchased goods. An additional incentive is the increased bonus accrual rate in this category, which allows you to significantly save on such purchases," says Ekaterina Antoshina, head of Internet marketing at Megamarket.

Russians cannot prepare for the warm season without updating the interior. For example, the category of curtains and blinds shows a noticeable increase: in the first months of 2026, the number of orders in it increased by 15% compared to the same period last year.

If we talk about the geography of purchases, then among the leaders in terms of sales of household goods are Moscow and the Moscow region, St. Petersburg, Krasnodar Territory, the Republic of Tatarstan and the Sverdlovsk Region.

Anastasia Kudryavtseva, Adviser to the Chairman of the Board of JSC National Savings Bank, told Izvestia on March 27 that the decline in consumer confidence is due to the accumulated effect of uncertainty and pressure on real incomes, which is gradually changing the behavior of the population and restraining demand for large purchases. At the same time, the basic consumption remains, but it is the optional, "additional" expenses that begin to decrease in the first place. For the economy, this means uneven pressure on industries.

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