Ahead of the fall shopping season, the marketplace Ozon presented a study on how Russians feel about the major sales events — Singles' Day (11.11) and Black Friday. The results show not only a shift in shopping channels but also the emergence of new, more conscious consumer behavior patterns.
According to the study, marketplaces have become the undisputed leaders of the season, with 8 out of 10 Russians planning to shop there. The greatest interest in the promotions is shown by millennials (aged 26-35), with 61% of respondents acknowledging that some products are now almost impossible to find anywhere else but on marketplaces.
Meanwhile, the true strategists of the sales have proven to be the youth aged 18-25. They approach shopping systematically: they save money in advance, create wish lists, and carefully track the best deals. The study also revealed a difference in awareness of the sales events themselves: while almost everyone knows about Black Friday, only 59% of women and 38% of men are aware of Singles' Day.
A prominent trend this season is consumer patriotism. 7 out of 10 Russians consider the Russian origin of a product when making a purchase decision. This trend is most pronounced among citizens over 56 (75%) and residents of small towns with a population of less than 50,000 (73%). On a regional level, product origin is most frequently checked by residents of the North-West (67%) and the South of Russia (68%).
The study pays special attention to the unique consumer model of small-town residents. They are characterized by less hype, a reduced frequency of impulse purchases, and a twice-as-high share of those who deliberately ignore discounts. Their purchasing priorities are shifted towards essential goods, while accessories and gadgets take a back seat. Despite their apparent restraint, their final purchase intention (31%) is almost no different from the national average (30%). This frugality is explained not by a lack of desires, but by increased rationality.
Experts highlight two key trends associated with the growing popularity of conscious consumption. The first is the "strategic shopping" of youth and millennials, who use marketplaces as a tool for thoughtful purchases. The second is the "rational shopping" of small-town residents and the older generation, for whom practicality and supporting domestic producers are important.
To reach this entire diverse audience, Ozon is allocating a record 4 billion rubles to promote the November sales—one billion more than last year. The increased budget will allow the advertising campaign to reach over 110 million Russians.
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According to the study, marketplaces have become the undisputed leaders of the season, with 8 out of 10 Russians planning to shop there. The greatest interest in the promotions is shown by millennials (aged 26-35), with 61% of respondents acknowledging that some products are now almost impossible to find anywhere else but on marketplaces.
Meanwhile, the true strategists of the sales have proven to be the youth aged 18-25. They approach shopping systematically: they save money in advance, create wish lists, and carefully track the best deals. The study also revealed a difference in awareness of the sales events themselves: while almost everyone knows about Black Friday, only 59% of women and 38% of men are aware of Singles' Day.
A prominent trend this season is consumer patriotism. 7 out of 10 Russians consider the Russian origin of a product when making a purchase decision. This trend is most pronounced among citizens over 56 (75%) and residents of small towns with a population of less than 50,000 (73%). On a regional level, product origin is most frequently checked by residents of the North-West (67%) and the South of Russia (68%).
The study pays special attention to the unique consumer model of small-town residents. They are characterized by less hype, a reduced frequency of impulse purchases, and a twice-as-high share of those who deliberately ignore discounts. Their purchasing priorities are shifted towards essential goods, while accessories and gadgets take a back seat. Despite their apparent restraint, their final purchase intention (31%) is almost no different from the national average (30%). This frugality is explained not by a lack of desires, but by increased rationality.
Experts highlight two key trends associated with the growing popularity of conscious consumption. The first is the "strategic shopping" of youth and millennials, who use marketplaces as a tool for thoughtful purchases. The second is the "rational shopping" of small-town residents and the older generation, for whom practicality and supporting domestic producers are important.
To reach this entire diverse audience, Ozon is allocating a record 4 billion rubles to promote the November sales—one billion more than last year. The increased budget will allow the advertising campaign to reach over 110 million Russians.
Source