Russians Are Less Likely to Buy New Year's Decorations

Russians Are Less Likely to Buy New Year's Decorations


Sales of New Year's goods this year decreased. At the start of the season, Russians bought one and a half times less New Year's decorations, the demand for string lights fell down by 25 % compared to last December, and the demand for artificial New Year trees declined by 12 %.

The warm first days of December reduced the interest of Russians in traditional New Year's toys and decorations – demand for them remains at a low level, an interim report from the till terminal operator Platforma OFD says. From November 15 to December 6, residents of the country bought 12 % less artificial New Year trees than last year. The demand for strings light fell down by 25 %, whereas the demand for tinsel and New Year tree decorations – dropped by 47 % and 48 %, respectively. A small surge of buying rate (by 15%) is noted in the segment of New Year tree stars, Izvestia writes.

Dmitry Batyushenkov, OFD Platform Data Product Director, says that people buy New Year decorations under the influence of emotions, which, to some extent, are affected by the weather. Since November and early December this year turned out to be relatively warm, and there are no snowfalls with snowdrifts in the European part of the country, there is also no increased demand for string lights and New Year tree decorations. However, closer to the New Year’s Eve, Russians will still start buying holiday decorations massively, the expert believes.

At the same time, the average cost of the New Year's decorations is growing. The average cost of string lights is 385 rubles, which is 17 % more than a year ago. For a New Year tree ball, Russians are willing to pay 160 rubles – plus 28 % compared to last year, whereas one package of tinsel costs an average of 90 rubles, which is 20 % more than in 2018. The New Year tree stars cost 125 rubles; their price dashed up by 43 %. The price of other types of decorations declined by 11 %, their average price is 185 rubles. Artificial New Year trees became 3 % cheaper. You can buy one green beauty for the New Year for 2,500 rubles. The fiscal data operator says that the increase in expenditures is caused not only by the rise in price of decorations, but also by the customers’ desire to purchase better products.

The Chairman of the Board of the Russian Association of Retail Market Experts Andrey Karpov notes that the warm start of winter provoked a lack of New Year's mood. However, once the New Year tree bazaars are open in the city streets, Russians will start buying live spruce trees and decorating them, which will cause an increase in demand for decorations and related products in stores.