key survey observations new year & christmas 2019 spending ... · black friday. the share of...
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Key survey observations New Year & Christmas 2019 Spending Survey6 December 2018
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Deloitte presents its 21st annual global survey of consumer spending ahead of the New Year and Christmas holiday season.
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food and drinks
entertainment
gifts
This year
of an average Russian will be RUB 16,900 which is 4% lower than last year’s budget. (RUB 17 600).
actual spending in the last holiday season (RUB 16,000) happened to be 9.1% lower than was originally planned (RUB 17,600)
New Year budget of an average Russian
New Year budget structure:
the holiday budget
Control over the holiday budget:
Fact Budget
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The share of Russians who believe that the economy is
has increased significantly from 51% to 61% this year, and is the highest in Europe.
The percentage of respondents who doubt that their purchasing power could increase has increased from 22% tо 30%.
the economy to grow — 9%, anticipate a recession — 47%, 20% — have no idea
Russians do not expect a miracle in 2019
in a recession
?One in five people has no idea of what to expect from the economy.
when compared to the European average
Forecast for 2019:
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Online or traditional shopping
The share of online gift purchases is 30% and continues to grow.68% — of Russians have difficulty
checking a product’s quality and do not have the same pleasant sensa-tions when shopping online , 5% — of Russians feel that there is a lack of goods in online stores.
Factors restraining sales of fashion goods on the Internet:
Four in five people in Russia are concerned about personal data security when shopping online.
The share of Russians making online purchases using Apple Pay, Android Pay, PayPal and other payment systems is about 30%.
Specialty chains — 27%, hyper- and supermarkets — 24%
Most popular offline shopping sites:
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Similarly to last year, money is by far the most desired gift (men: 58%, women: 66%). Second place is occupied by laptops for men (39%) and perfume for women (49%). However, traditionally they are likely to receive chocolates (48%) and cosmetics (38%).
74% of men and 80% of women are going to buy holiday gifts for themselves: smartphones and mobile phones for men (16%), and cosmetics and perfume for women (36%)
split almost in half.
Most popular gifts
First place Second place In reality
domestic brands
foreign brands
Preferences for brands:
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New Year shopping season
Almost one third of respondents (29%) will spend over 30% of their holiday budget during Black Friday. The share of Russians who plan to benefit from Black Friday discounts and promotions has increased from 53% in 2017 to 66% in 2018.
Women generally do their holiday shopping much earlier than men: 42% of women and 21% of men intend to buy their gifts before the 15th of December.
32% — before the 15th of December68% — after the 15th of December
Black Friday
New Year shopping period:
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Research methodology Details and approach
The survey was conducted in ten countries in Eastern and Western Europe from 5 to 9 October 2018.
The respondents are 18 to 65 years old. Information was collected via the Internet with a structured questionnaire distributed to a sample of individuals selected from a controlled group.
In order to adjust the Internet sample to the population of each country, we used ex-post statistical weighting based on gender and age in each country.
The Russian sample is more representative of the middle and upper social classes in large cities since the survey was carried out via the Internet.
This survey has been conducted since 1998.
Russia has been covered for ten years in a row.
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Contact information
Vladimir BiryukovPartnerMoscow, Audit, Head of the Retail, Wholesale & Distribution Group in the CIS+7 (495) 787 06 00, ext. 1860
Vasilyi Podobedov Senior ManagerMoscow, Audit, Consumer Products Group in the CIS +7 (495) 787 06 00, ext. 1622
Egor Metelkin PartnerMoscow, Audit, Head of the Consumer Products Group in the CIS+7 (495) 787 06 00, ext. 2320
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