The expert revealed the peculiarity of the zoomers' attitude to gifts

Polina Voronina, Director of B2B marketing at the Flowwow flower and gift marketplace, spoke about the peculiarities of zoomers' attitude to gifts.

In conversation with Lenta.Ru On Friday, August 21, the specialist noted that zoomers today are less and less willing to keep things just out of respect for the person who gave them. Voronina noted that attitudes towards overdoing are changing. For young consumers, selling or giving away an unnecessary gift no longer means devaluing it. Against the background of the growth of the retail market, a new approach is being formed: a gift must meet the interests of a person or give them the opportunity to make their own choice.

According to the expert, this is why vishnists and gift certificates are increasingly perceived not as a lack of attention, but as a way to avoid unnecessary things. At the same time, the certificate of a specific brand or category retains a personal approach: the donor takes into account the interests of the recipient, but leaves the choice of the product or service to him. Voronina added that buyers spend an average of 22% more on certificates than on other gifts.

Another trend has become no-buy lists — lists of things or entire categories that a person asks them not to give in advance. As a result, the gift culture becomes more rational and personalized. For zoomers, paying attention is not necessary to guess a specific thing: you can choose an area of interest to a person and give him the freedom of final choice.

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In August, Flowwow analysts revealed that chocolate-covered strawberries are gradually turning from a viral dessert into a familiar gift format. In the first half of 2026, the demand for this delicacy increased by 20% compared to the same period last year.

In February, lawyer Mikhail Salkin told RT that you can't just change your mind and return a gift — the law requires good reasons to cancel a gift. A short written donation agreement or an unambiguous correspondence with the subject of the gift and the date will help to protect yourself.

At the same time, HR Director Ekaterina Zelenkova, in an interview with the Moscow City News agency, said that on February 23 and March 8, zoom employees prefer to give their colleagues useful gifts, such as subscriptions to electronic services, sleep gadgets, and certificates for psychotherapy.

In January, a survey showed why Russians keep unnecessary gifts. So, 59.9% of the respondents keep them in case they ever come in handy. One in five (22.1%) people give unnecessary things to friends or relatives. Another 9.1% sell them. Decorative elements (15%), clothing or accessories (12.1%) that do not match the size or style, as well as gadgets or appliances (7.9%) that duplicate existing ones are often found among unnecessary items. 360.ru .