Analysts have drawn up a portrait of a typical Russian in 2025

In 2025, the love of traditional values and the rapid development of digital technologies are organically combined in a typical Russian. Previously, life was planned for years ahead, but today flexibility, the search for new experiences and conscious management of personal resources come to the fore. Analysts of the Humopeu wallet have compiled a portrait of the average Russian. The results were reviewed on January 25 by Izvestia.

According to the study, Russians are traveling more often, but they are doing it differently than before. If it is not always possible to take a full vacation, every second person prefers short trips for one or three days, most often to neighboring regions. This trend towards "micro-travel" has become one of the drivers of domestic tourism: in June alone, the volume of tourist payments increased by 60% year-on-year.

The content of recreation is also changing. In 2025, many people discovered niche formats — "surfing" and "derewing", imitating life in the countryside, as well as retreats and meditation practices. A new phenomenon has also appeared — "sleep tourism". Every second respondent finds it attractive, which analysts attribute to chronic fatigue: only 35% of respondents were able to get enough sleep on their last vacation.

The influence of mass culture remains a separate factor. Russians are increasingly choosing trips to the filming locations of domestic films — from Crimea from the "Caucasian Captive" to St. Petersburg from "Brother".

"If earlier tourists were primarily interested in filming locations of world blockbusters, today there is a growing interest in locations from domestic films. People want to touch the images of the cultural code, familiar from childhood. This is a powerful resource for the development of domestic tourism and business in the regions," said Irina Polyakova, Head of Corporate Customer Support at HUMOPEU.

The financial behavior of Russians in 2025 was largely determined by age. Purchases are increasingly being made online, including at night, and marketplaces and in-house brands remain key consumption channels. At the same time, it is clothes and shoes that most often cause disappointment after impulsive purchases.

Millennials between the ages of 25 and 45 demonstrate the most conservative approach: for them, money is primarily about stability and family support. Almost half of the representatives of this group do not invest, and those who invest choose bank deposits. Zoomers live more "here and now", spending money on experiences, gadgets and sports, as well as actively using electronic wallets and fast payment methods. The Alpha generation is only forming financial habits, perceiving money as a tool for learning and self-expression.

Growing financial literacy has become a common feature for all generations. More than half of the respondents keep records of income and expenses, which allows them to optimize spending and save money more often.

Despite digitalization, dachas are still an important part of Russians' lives. One in three spends the summer there, and for 40% it's a full-fledged vacation, not work on the site. Barbecue and outdoor time remain the main summer pleasures.

Festive traditions have also been preserved. Most Russians buy gifts on February 23 and March 8, celebrate Carnival, and can't imagine a New Year without olivier salad. At the same time, the approach to spending during the holidays often remains emotional: more than half of the respondents make purchases spontaneously, while about a third plan a budget in advance, look for discounts and use cashback.

Earlier, on December 23, Olga Cheremnova, a practicing psychologist, said that during the New Year period, Russians are more likely to make impulsive purchases due to emotional fatigue, a sense of "special time" and pressure of expectations.

All important news is on the Izvestia channel in the MAX messenger.