Sberindex has published data on New Year’s online shopping. According to the service, the number of Russians purchasing gifts for the New Year online has doubled since 2019 and will amount to at least 5.6 million people in 2021.
Igor Kovalev, director of Sberbank’s Client Wallet Division, said: “The pandemic has made online shopping the norm. According to Sberindex, the amount spent on gifts on the Internet in the period from December 1 to December 20, 2021 is 84% more than a year ago. Russians this year are actively shopping online, both on Russian and foreign sites. For the second case, I would pay attention to the flagship products of Sberbank: credit and debit “Sbercards”, which have the function of fixing the exchange rate at the time of purchase, which immediately gives a real idea of spending from the card. Sbercard Travel also has such an advantage.
In terms of gifts, online trading has consumed about a quarter of the additional “holiday cake” of traditional offline retail. Interestingly, in 2020, the growth was 40% yoy. That is, the habit of buying online began to form massively after the second wave of the pandemic, when the consumer could easily go to a regular store.
The structure of additional New Year’s Eve spending in the network generally coincides with the trends in offline retail. The largest category (38%) is “other”, which includes a basket of the most common gifts (candy, alcohol, cosmetics, etc.).
One third of expenses are made in the segment “Household appliances and electronics”, a quarter – in the category “Clothes, footwear and accessories”. Also this year Sberindex recorded an earlier start of New Year’s shopping. Expenses on it have risen sharply since the second week of December. In previous years, this happened just before the holidays themselves.