Russians called travel the happiest purchase

Traveling more often than other purchases brings Russians a feeling of happiness and emotional return. This was reported to Izvestia on June 2 by analysts of the financial marketplace "Choose.<url>" based on the results of a survey of 3 thousand respondents aged 18 to 60 years.

The study participants were asked which spending brings them the most joy. 24% of the respondents named travel. Food and gastronomic experiences came in second place, with 19% of respondents choosing this option. Another 16% consider spending on pets to be the main emotional investment, and 14% most often experience joy after buying household goods and creating comfort.

Buying a property or car brings maximum happiness to 11% of the survey participants. Another 9% enjoy buying books, movies, music, and other cultural activities, while 7% enjoy making small spontaneous purchases for themselves.

Analysts also found out which purchases help Russians cope with stress and emotional fatigue. The most popular way to support yourself was food, which was chosen by 28% of respondents. Another 21% named walking and traveling, 16% — shopping for home and comfort, 13% — books and cultural leisure.

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Clothing as a way to cope with stress is chosen by 9% of respondents, shopping for pets — by 7%. Another 6% of respondents admitted that they recover best after purchasing equipment or gadgets.

According to the survey results, women are more likely to associate emotional satisfaction with the atmosphere and comfort: among them, household goods and pet purchases were among the leaders. Men were more likely to name travel, technology, and gastronomic experiences.

"We see the formation of a new consumer approach, in which people mentally evaluate not the cost of a thing, but the lifetime of emotions from it. If a few years ago many expenses were associated with status consumption, now inner comfort is coming to the fore. This is especially noticeable in the segment of small everyday joys," said Anna Romanenko, Director of the Department of Communication Policy.

Elena Kosheleva, Director of Sberbank Insurance projects, reported on May 13 that with the onset of the warm season, Russians are more likely to travel around the country and abroad, but even a carefully planned vacation can be complicated by flight delays, baggage loss, or health problems. According to her, in preparation for the trip, first of all, it is necessary to think over the program in advance.