Toys for everyone
On the eve of Defender of the Fatherland Day [February 23], the demand for electronics (game consoles, laptops, tablets) has grown — they are among the most coveted gifts. Ozon said that in mid-February, unit sales of consoles and accessories had increased 2.2 times year-on-year. “Retro consoles have been an unexpected trend in the video game consoles category — they have been the best-selling products. Dendy Junior and Sega Genesis will be nostalgic February 23rd gifts for Petersburg residents,” the retailer’s press service added.
Wildberries has also seen a run on electronics. But electric razors (demand for them increased by 153% in the first half of February) and hair and beard clippers (up by 48%) have been their most popular items.
M.Video-Eldorado told us that headphones and portable acoustics have been trending. In addition, the new digital reality dictates its own rules: gifts that cannot be touched with your hands are becoming more and more desirable. High demand this year has been shown by digital content such as subscriptions to services (videos, books, etc.). Sales of digital codes for games had more than doubled by February 2021 [sic].
Sales on Avito of laptops and smartphones have also increased by 15% and 9%, respectively. You can buy devices for an average of 22,380 rubles and 17,920 rubles [approx. 249 and 199 euros]. Some female Petersburgers decided to make their task as easy as possible and present men not with a specific gift, but with a gift certificate. The Avito press service said that users spend an average of 4,700 rubles [approx. 52 euros] on them.
Retailers can also make money in February on sales of children’s goods. Radio-controlled toys have become more than twice as popular on Ozon. Wildberries noted that parents purchase toy weapons, cars, airplanes and helicopters, as well as various prefabricated models for their little defenders.
Whether he’s going to the army or on a fishing trip
Goods for hunting and fishing — that’s what female customers have paid attention to this holiday. However, even this involves electronic gadgets. “The list of [our] popular items includes an echo sounder and a case for it, a monocular telescope, powerful binoculars, and a set of walkie-talkies,” Ozon’s press service says.
“In the household and garden goods category, sauna accessories (for example, a hat embroidered with the phrase ‘February 23’) and goods for cooking kebabs and barbecue (a set of skewers with lacquered beech handles in a tight protective cover has been among the top sellers) have been purchased the most,” [reports Ozon]. It’s funny that in St. Petersburg and the Leningrad region this year one of the most popular February 23rd gifts will be a set for making homemade liqueurs.
Wildberries’ female shoppers have been no less creative in choosing gifts. They decided that army dry rations are an inexpensive and original option, orders of which have increased by 344% year-on-year. These are gift sets designed to look like a real soldier’s rations. Jumbo-sized dry rations featuring canned food and snacks cost about 1,5000 to 2,000 rubles [approx. 17 to 22 euros].
And yet the popularity of socks and men’s skin care products remains unshakable. In the first half of February, Wildberries saws the number of orders for socks in St. Petersburg increase by 113%, and shaving kits by 150%, while orders for cosmetic care kits rose by 750%, deodorants, by 46%, and colognes, by 157%. The demand for men’s lotions has increased by 100%, while the popularity of shower gels has soared almost ninefold compared to January. Ties (up 95%), belts (up 153%), and wallets (up 144%) are also among popular traditional gifts.
Corporate customers of online stores this year bought sweets for the holidays. According to SberMarket’s b2b department, companies have most often ordered gift sets of Merci candy, coffee and tea in gift packages, and Old Spice, Palmolive, and Gillette skin care sets for employees for Defender of the Fatherland Day this year.