Sales equipment: New Year's Eve sales begin in Russia
New Year's Eve mass sales will begin in Russia on November 11. Discounts on a number of product categories may be 2-2.5 times higher than last year's and reach 50%, market participants told Izvestia. A particularly noticeable decrease in prices is expected in the electronics segment: small household appliances of well-known brands, expensive smart watches, smartphones, etc. will become cheaper. Experts cite overcrowded warehouses as the main reason. Sales are getting longer, and customers are starting to look for great deals even before they officially start.
How much will prices drop at seasonal sales
This year, retailers have significantly increased discounts at the November sale. According to Eldar Murtazin, a leading analyst at Mobile Research Group, they reach 20-25% for equipment, whereas a year earlier the average discount rate was about 10%. The decrease in demand for premium products forces stores to make maximum discounts for the sale of products, the expert explains. This is especially true for Dyson hair dryers, smartphones more expensive than 80 thousand rubles and smart watches over 50 thousand. In "M.Video-Eldorado" discounts on individual items reach 70%, a company representative said.
Russians still have a high interest in sales at Wildberries, the Wildberries&Russ press service reported. Sales of holiday goods are growing the fastest, which is related to preparations for the New Year. The marketplace also records high demand for laptops and televisions, which are being offered at a "good discount" this year, said a representative of the online platform. Sales growth in these categories from October 28 to November 6 ranged from 30 to 100% compared to the same period last year.
At the autumn sales of 2025, the most significant discounts are in the categories of small household appliances, smartphones, accessories for mobile devices, as well as goods for the New Year holidays, an Ozon representative said. According to him, individual items are sold at a discount of up to 90%.
Purchasing behavior is also changing: more and more customers are using sales for wholesale purchases, primarily of consumer goods and seasonal products, including food and winter tires, said a representative of the marketplace. As a result, the average number of orders per user increased by 48% year-on-year, the company added.
Retailers are forced to empty warehouses of excess goods amid falling demand, Eldar Murtazin added. According to him, warehouse maintenance requires significant working capital.
According to a BCG survey, 77% of shoppers are postponing purchases to take advantage of Black Friday and other promotions. The number of consumers who plan equipment upgrades in advance, compare offers and wait for optimal conditions is growing, said the representative of M.Video-El Dorado". According to him, the average bill for electronics and household appliances in sales channels remains at the level of last year. This indicates the stable interest of customers in the entire range, he added.
New Year's Eve sales have gained "special significance" in the face of subdued demand, BCG said in a report. At the same time, the majority of respondents (81%) expressed concern about rising prices for basic goods during the campaign period.
How long will the sale period last?
The main trends of this season are the lengthening of the sales period and a more conscious approach of buyers to the choice of goods, said the representative of M.Video-El Dorado". Sellers began to prepare in advance for the November promotions: the peak of interest has been recorded since the first days of the month, he said.
Discounts often start appearing as early as October, but the most notable promotions occur in November, the Yandex Market representative added. Buyers know this and are looking for the right products in advance so as not to miss out on great deals, he explained.
This year, the "11.11" and "Black Friday" sales on Ozon will take place one after the other and will last until December 3, a week longer than in 2024, a representative of the marketplace said.
Pre-sales preparation has become a global trend today. According to a survey by the Boston Consulting Group, about 60% of consumers in Europe, the United States, and Australia start looking for deals as early as October or early November. Almost a third of respondents (31%) approach promotions "already knowing exactly which brand and product they want to purchase," the study notes.
At the same time, confidence in prices during sales varies greatly across generations: more than half of the representatives of generation Z (56%) are confident in their reliability, while among baby boomers this figure is only 38%, according to experts from the DHL logistics company.
The high interest in online sales is supported by the growing marketing expenses of marketplaces, said Mikhail Burmistrov, CEO of Infoline Analytics. At the same time, the activity of retailers in traditional retail is decreasing, and many do not plan to hold separate large-scale promotions for the November sales. According to him, this is due to the distrust of the majority of Russians to the real reduction of prices offline during such events.
Against the background of changes in the labor market and the economic situation, Russians are increasingly postponing some purchases, the expert noted. At the same time, representatives of the zoomer generation, who have "greatly increased incomes," spend money more actively than others, the expert emphasized. According to him, this age group is practically not interested in accumulating funds. In some aspects, their purchasing activity is higher than that of other age groups with higher income levels, Mikhail Burmistrov explained. Thus, zoomers visit coffee shops and restaurants more often and react more strongly to fashion trends, he concluded.
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