On February 23rd, data from the OFD Platform, Ozon marketplace, and Avito.Analytics indicate a shift in gift-giving trends among Russian men, moving away from traditional items like socks and shaving foam towards entertainment, automotive products, and sporting goods. The trend reflects a growing preference for self-gifting, with men increasingly purchasing items for their own use rather than receiving them from others.
Purchases of auto products, computer games, and sauna and spa services rose between 8% and 12% leading up to Defender of the Fatherland Day, according to the Check Index center. Sales of products explicitly labeled with “February 23” or “Defender of the Fatherland Day” increased by 340% and 270% respectively, while demand for traditional gifts decreased by 2-8%. Analysts attribute this change to a desire for practical and emotionally resonant gifts with lasting value.
Ozon reported a significant surge in sales of sports watches, increasing 84-fold year-on-year in the three weeks of February. Demand also rose sharply for smart home accessories, smart rings, and perfumes. Gaming equipment saw a substantial increase in popularity, with computer and component purchases up 4.3 times, digital Xbox games up eight times, and smart glasses up three times.
Interest in outdoor activities and niche sports also grew. Equipment for baseball purchases increased fivefold, floorball 3.7 times, and fencing/kendo 3.3 times. Demand for rock climbing and mountaineering gear rose 2.5 times, while clothing and footwear for hunting and fishing increased fourfold. Fishing rods and tackle saw more than a doubling in sales.
Avito.Analytics data shows that most purchases remain under 3,000 rubles, but demand for higher-priced electronics persists. Sales of classic wristwatches increased by 10%, with an average price of approximately 11,100 rubles. Smart watches and fitness trackers maintained sales levels from the previous year, with an average transaction value of around 13,000 rubles.
The OFD Platform, identified in web searches as an operator of fiscal data and a key player in the transmission of data from cash registers to the Federal Tax Service of Russia, provided the data underpinning the Check Index report. The company also offers electronic document management and other services to businesses across Russia, operating a network of over 5,000 service centers.
Recent data from Russia’s Central Bank, reported on February 23, 2024, indicated price increases for gifts associated with both February 23rd and March 8th. Men’s gift sets rose 6.3% in price over the year, while women’s sets increased 6.6%. Chocolates saw a 2.7% price hike, and men’s haircuts increased by 12.8%. Analysts attributed these increases to rising production costs, mirroring similar price dynamics observed before Valentine’s Day, when flower and chocolate gifts rose by 3.6%.