Russian Men Shift Gift Preferences: Sports & Tech Replace Traditional Items

A New Era of Gifting in Russia

Gift-giving traditions are evolving in Russia, particularly for men celebrating Defender of the Fatherland Day on February 23rd. Recent analysis indicates a growing preference for entertainment, automotive accessories and sports equipment, moving away from more conventional presents.

The Rise of “Self-Gifting”

Analysts from Check Index, OFD Platform, Ozon marketplace, and Avito.Analytics have observed a strengthening trend of men purchasing gifts for themselves. This is reflected in the types of items seeing increased sales.

“The trend for gifts “to yourself” is intensifying. This year, on February 23, men prefer to supply entertainment and goods related to cars and sports. In particular, relaxation in the bathhouse, dumbbells, computer games and auto parts. As a rule, such gifts are given to themselves by men,”

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Sales Data Reveals Shifting Priorities

Purchases of auto products, computer games, and sauna/spa services have risen by 8–12% leading up to February 23rd. Themed products specifically labeled for “February 23” and “Defender of the Fatherland Day” saw even more dramatic increases, with sales up 340% and 270% respectively. Conversely, sales of traditional gifts like socks, gift certificates, and shaving foams have decreased by 2-8%.

Key Sales Increases

• Sports watches: Sales increased 84 times year-over-year.
• Smart home accessories & smart rings: Significant demand increases.
• Perfumes: Sharp increase in demand.
• Gaming equipment (computers, components): Up 4.3 times.
• Digital games (Xbox): Up eight times.
• Smart glasses: Up three times.
• Baseball equipment: Up five times.
• Floorball equipment: Up 3.7 times.
• Fencing/Kendo equipment: Up 3.3 times.
• Rock climbing/mountaineering equipment: Up 2.5 times.
• Hunting/fishing clothing & shoes: Up four times.
• Fishing rods & tackle: More than doubled.

Demand for classic wristwatches also saw a 10% increase, with an average cost of approximately 11.1 thousand rubles, while smart watches and fitness bracelets remained stable with an average bill of around 13 thousand rubles.

Price Increases on Popular Gifts

Despite the changing preferences, prices for popular gifts have risen. Central Bank experts reported that men’s gift sets increased in price by 6.3%, women’s by 6.6%, chocolates by 2.7%, and men’s haircuts by 12.8%. These increases are attributed to rising production costs.

Looking Ahead

The data suggests a broader trend towards practical and emotionally resonant gifts that men can enjoy long-term. This shift in gifting habits reflects evolving consumer preferences and a desire for experiences and hobbies.