New Year sales without excitement

Traditionally, in the New Year period, retailers expect an increase in sales. But judging by the results of the study of consumer spending Deloitte, this year 57% of buyers will reduce spending by the New Year.

According to experts, real purchasing power fell by 16% compared to last year. This year, the New Year’s budget of the average Russian according to Deloitte’s calculations will amount to 15 500 rubles.

This year, some retailers began selling in December to support the New Year mood. At the same time, networks that did not experience excessive demand last year due to devaluation are hoping for this year. “In sporting goods, we expect growth in New Year’s sales compared to last year, and compared to November - by 60%,” predicts Ludmila Semushin, Head of Communications at Inventive Retail Group. “This is also connected with last year’s history - then consumers sought to buy large items, electronics, but they didn’t spend on goods“ for themselves, ”she explains:“ Now we are waiting for compensation for this demand. ”

“We do not expect a significant decrease in demand in our segment - fashion with discounts - in the New Year period,” says Kupivip.ru CEO Vladimir Kholyaznikov.

The difficult economic situation makes Russians be pragmatic when choosing New Year's gifts, according to Deloitte. Nevertheless, our compatriots look with cautious optimism into the future. Every fifth resident of Russia expects the restoration of economic growth next year. However, there are also many pessimists. 33% of respondents are waiting for the recession to continue.