Russia has named leading brands in terms of customer trust during sales

The leading companies in terms of customer confidence in discounts in the retail segment during the holiday promotions have been named. Sokolov, O'stin and Golden Apple brands are in the top, according to the results of a study by the analytical agency Ex Libris.

In the cosmetics and perfumery segment, the first places were taken by Golden Apple, Latoile and Magnit Cosmetics. Each player's confidence score exceeds 40%. Customers noted that these companies offer the most transparent and favorable prices during sales periods: 85% of Golden Apple customers consider the brand's discounts to be the best on the market during promotions.

In the jewelry segment, 50% of respondents preferred Sokolov. Sunlight and "585 Gold" — 39% and 34%, respectively. This is followed by Adamas (16%) and MUZ (12%). Women are the driver of the category: their activity in all networks is noticeably higher. For example, 58% of women buy products at Sokolov compared to 38% of men. At the same time, the proportion of those who do not buy jewelry at all is twice as high among men (24%) as among women (11%).

Russians most often buy clothes and accessories from O'stin — 40% of respondents. It is followed by Gloria Jeans (33%), Kari (27%) and Lamoda (26%). O'stin also leads the rating of confidence in discounts, Gloria Jeans takes the second place.

"Customer trust is based on the reality of discounts during the holiday season, not on the size of the discount. The main driver of benefits is trust in the promotion, while frequent promotions without trust reduce the value of the brand," said Victoria Prilepskaya, Director of Development at Ex Libris agency.

According to her, during the festive periods, maximum brand visibility and clear communication of benefits immediately at the moment of decision-making become a critical factor for the retailer. "Retail leadership is formed at the intersection of three factors: trust in discounts, a clear purchase scenario, and a hybrid assortment," Prilepskaya emphasized.

The study was conducted in December 2025 — April 2026 based on a survey of 2.5 thousand respondents aged 18-55, residents of Russian cities with a population of more than 1 million people.