Expensive attention: in December, Russians spent 55 bln on online gifts
Russians spent more than 55 billion rubles on New Year gifts online alone, analysts told Izvestia. This is 19% more than in 2023. The most eagerly purchased various sets, not certificates for services. In the top of sales on marketplaces were sweets, pajamas, home and beauty products, as well as appliances. About what else Russians will find under the Christmas tree and how to react if the gift did not meet expectations - in the material "Izvestia".
How much they spend on gifts
Russians in December 2024 more willingly bought loved ones various gift sets than certificates, reported "Izvestia" in the analytical center "Chek Index" company "Platform OFD". Although certificates are mostly spent twice as much as gift sets.
The average check for gift sets amounted to a thousand rubles, which is 13% higher than in 2023. The number of purchases in December was 11% higher than a year earlier. Certificates were purchased for an average of Br2.1 thousand, which is 8% higher than in 2023. The number of purchases increased by only 6%.
Russians bought sweet gifts for loved ones for the New Year on average for Br612, which is 10% higher than in 2023. The number of such purchases increased by 12% year-on-year.
The most popular in addition to sweets were sets of perfume items, sets with dried fruits and food products of long shelf life, sets for creativity.
- On the eve of the New Year the interest in gift sets, as a rule, follows the general dynamics of interest in holiday paraphernalia. In December this year, buyers are more active in purchasing such goods because of the demand postponed from the fall due to warmer weather and weak snow cover, - analysts emphasized.
In total in December, Russians spent more than 55.2 billion rubles to buy Christmas gifts online, which is 19% more than a year earlier, according to analysts of MarTech-company First Data. According to their data, sales of sweet gifts grew most actively. The second place was taken by souvenirs, the third - Christmas toys, the fourth - silver jewelry. Men's cosmetics rounded out the top five. However, most of all - 23 billion rubles. - online spent on electronic equipment.
- The goods that Russians most often bought from all categories are sweet boxes, gift sets for relatives (grandmothers, mothers, sisters), Christmas jewelry, constructors, silver earrings, shaving products, mugs, perfume water and gold rings,- explained the analysts.
At the same time, 71% of all online purchases of gifts in the pre-New Year period are made by women and only the remaining 29% fall on men, analysts said.
What they buy as a gift for loved ones on New Year's Eve
Russians willingly buy gifts for their loved ones on marketplaces, the largest sites confirmed to Izvestia. Thus, in the first half of December, the most popular category on Ozon was toys - their unit sales increased by 87% compared to the same period in November. The top three also included goods for home, hobbies and creativity. In addition, Russians willingly order beauty accessories and books as gifts.
- In the category of home goods the most significant increase in purchases for the holiday, primarily garlands, home textiles - especially towels and table textiles - noted in the press service of the marketplace. - Many customers choose as a gift goods from the category "kitchen" - for example, sets of glasses, sets, tea and coffee dishes. As always, in the top of the New Year's Eve period - home decor.
Also, Ozon customers in December more often ordered laptops, smartphones and game consoles. Preference was given to stationary consoles Playstation 5 and portable Steam Deck. Apple devices were the leaders among smartphones, while in laptops the most frequently chosen devices were from Asus, Lenovo, Machreator. Sales of New Year's gift confectionery have also increased.
On Wildberries in the pre-New Year period recorded an increase in demand for T-shirts, laptops and game consoles, which are often purchased as gifts.
"In addition, on the eve of the holidays there was a surge in sales of electric vehicles: bicycles, scooters and others, as well as smart watches, bisiboards, radio-controlled toys and prefabricated models, screw plates, beads made of rocks, such as rock crystal, and brooches with a snake - the symbol of 2025, as well as gift electronic lighters with USB," - listed in the press service of the marketplace.
Phone lanyards were also popular.
On "Yandex Market" in December recorded increased interest in the category of home clothes, which are often chosen as a gift - demand for it increased by 60% compared to November.
"Accessories are also actively bought as a gift: demand for them increased in December by 28% month-on-month. The most popular requests in the category: jewelry, wristwatches, bags and costume jewelry", - explained in the press service.
In addition, sales of scarves, wallets, belts and ties increased.
How to react to gifts that you don't like
If the gift did not meet expectations, it is important for the recipient to cope with worries and negative emotions and try not to show them to the giver, recommended psychologist Natalia Naumova.
- If you do not want to offend this person, it is better to just thank him. Try to take it simply as a manifestation of attention on his part, which is also valuable, - she noted.
It can be difficult to guess the desires of another person, especially if he does not know the recipient of the presentation too closely, said the psychologist. In addition, the budget of the giver may also be limited, reminded Natalia Naumova.
- As a rule, if the relationship is friendly, it is quite simple to smile and thank. If the unsuccessful gift was made by a close person, such as a lover or husband, the negative emotions may be more vivid. Especially if there were some expectations that were not met, or needs that they keep silent, - emphasized the psychologist.
She recommended not to silence their desires and discuss them with loved ones, share their needs, agree to avoid such situations in the future.
- Or do not wait in vain and be happy with any gift, because the person tried, wanted to make a pleasant thing, and it is important to encourage it, - emphasized Natalia Naumova. - If the giver realizes that his present is not welcome, he can also be offended, upset, not understand what he did wrong.
It is important to be careful and attentive not only to their desires and needs, but also to the feelings of the partner. Share your preferences as often as possible, and perhaps even plan to buy gifts together.
