Regional shopping profile: how residents of the Volga Region are preparing for November sales
Main shopping trends
According to the survey, the most in-demand product categories among residents of the region were everyday clothing (46%), footwear (36%), and home goods, furniture and household appliances (36%).
Outerwear (30%) and electronic gadgets (29%) are also quite popular.
About a quarter of respondents wait for sales to purchase cosmetics and perfumes (25%) or accessories (21%).
Shopping budget
Most shoppers (22%) plan to spend from 5,000 to 10,000 rubles. Another 16% of respondents aim for an amount from 3,000 to 5,000, and 14% are ready to part with 10,000–15,000 rubles.
A budget of 15,000–30,000 rubles is comfortable for 10% of district residents, and only 4% of respondents can afford to spend more than 30,000. On average, the planned amount of expenses was 9,636 rubles.
Preparation strategies and attitude toward brands
Shoppers from the Volga region demonstrate a conscious approach to shopping. Thirty-two percent of respondents create wish lists in advance, adding items to "Favorites," and 28% carefully study reviews and compare offers. Eighteen percent specifically plan a budget so as not to exceed their spending limit.
During sales, brand loyalty decreases significantly. Thirty-five percent of shoppers said that the brand does not matter to them, and 26% are willing to try a new brand at an attractive price. Only 11% of consumers remain loyal to their preferences even in the absence of discounts.
Information channels
The main sources of information about sales were e-commerce platforms (54%) and social media advertising (38%). Residents of the district also trust recommendations from friends and colleagues (28%) and learn about discounts from traditional media: television (27%) and search engines (27%), reports the portal volga.news.
Note that the study was conducted by surveying 10,000 users aged 18 and over.
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Regional shopping profile: how residents of the Volga Region are preparing for November sales
A study of shopping habits found that three-quarters of residents of the Volga Federal District actively participate in November sales. One in three admitted that they have started shopping more often during discounts. On average, respondents plan to spend about 10,000 rubles on shopping during this period.