This year, Russians are ready to spend more on preparing for the New Year than in the past

13 December 2023

Fix Price, Russia's largest chain of low fixed price stores, and Romir research holding conducted a joint study* on the topic of preparing Russians for the New Year holidays.

A comparison with last year's results of a similar study showed that this year fewer Russians plan to celebrate the New Year modestly and quietly: if 28% were so inclined in 2022, then this year – 19%. 4% are going to celebrate the holiday on a larger scale than last year (2% a year earlier). The number of Russians who plan to celebrate holidays "as usual" increased by 8 percentage points and amounted to 70%. 

9 out of 10 Russians will celebrate the new year in their native region, 7% will celebrate it on trips around Russia and only about 1% will leave for another country. These values have hardly changed since last year.

Festive mood

The survey showed that 67% of Russians will decorate their home or workplace for the holidays. More than a third of them (35%) are ready to spend from 1 thousand to 2.5 thousand rubles on New Year's decor, and more than a quarter (28%) plan to meet the budget of up to 1 thousand rubles.

The most popular products for creating a festive atmosphere are toys for the Christmas tree (49%), Christmas decorations for the house (42%), garlands (42%), candles and fragrances for the house (25%) and new dishes (13%). A quarter of the respondents reported that they use the decor left over from last year's holidays. 

77% of respondents told about their desire to prepare gifts for the New Year to relatives and friends this year (75% last year).

The survey showed that 67% of Russians will decorate their home or workplace for the holidays. More than a third of them (35%) are ready to spend from 1 thousand to 2.5 thousand rubles on New Year's decor, and more than a quarter (28%) plan to meet the budget of up to 1 thousand rubles.

On average, Russians' budgets for New Year's gifts have increased. More than half of Russians (58%) plan to meet the budget of up to 5 thousand rubles, three out of ten (29%) – in the amount of 5 to 10 thousand rubles, over this amount – 13% of respondents. For comparison, in 2022, 62% of the survey participants planned to allocate an amount of up to 5 thousand rubles, from 5 to 10 thousand – 30%, over 10 thousand rubles – 9%. 

The largest budget for gifts this year was allocated to residents of Siberia and the central part of Russia, where 17% and 15% are ready to spend over 10 thousand rubles, respectively, and the largest share of buyers with a budget for gifts up to 5 thousand rubles was identified in the Volga Federal District – 64%.

"The results of our research and observations based on the Unified Romir Data Panel show that this year Russians began preparing for the New Year a little earlier than in previous years. The average check and weekly expenses have been steadily rising for two months in a row. In addition to everyday goods, pre–holiday purchases are added to the baskets of our compatriots – small gifts, decor, creative goods, which may indicate a general increase in consumer sentiment," explains Inna Karayeva, Executive Director of Romir.

What Russians dream about

35% of Russians believe that the New Year is a time of miracles and all their wishes come true. They don't believe it, but 28% of respondents make wishes anyway. Most often, desires relate to non–material spheres of life - 49% of respondents answered this way, but 30% dream of something tangible that money can buy.

On average, 28% of Russians replied that their wishes often do not come true, and 26% – on the contrary. According to the study, more often than other respondents, New Year's wishes are fulfilled by residents of St. Petersburg, and less often by residents of the Far Eastern Federal District.

* The study was conducted on the basis of the Romir consumer panel in November 2023 in various cities of Russia with a population of 10,000 people or more. 1,000 people participated in the study. The sample is quota-based and representative of the Russian population.