Research: Russians increased spending by 21% during January sales in 2024

The Internet acquiring service Tinkoff Kassa studied how Russians’ spending on January sales changed in 2024 compared to 2023. According to the company, in January 2024, Russians spent 21% more than in 2023, and the number of purchases increased by 20%. At the same time, the average check increased by 1%.

Thus, Tinkoff Data notes, the overall increase in spending during the January sales was largely due to an increase in the number of purchases, which reflects the recovery in consumer demand .

Spending during the January sales increased across all categories. Russians increased their spending most significantly in January 2024 compared to the same period last year on marketplaces: year-on-year the volume of spending increased by 43%.

Spending on fitness in January 2024 compared to January 2023 increased by 11%, cosmetics by 8%, education by 6%, clothing and shoes by 5%, sporting goods by 4 %, pet supplies by 3%, stationery by 2%, goods for the home and repairs — by 1%.

An increase in the average check in January 2024 compared to January 2023 was also observed in all the most popular categories, except for education (7%). Thus, the average bill for sporting goods increased by 13%, clothing and shoes — by 12%, household appliances and electronics — by 10%, household goods and repairs — by 9%, cosmetics — by 7%, fitness — by 6%, pet supplies — by 6%, stationery — by 1%. The average check on marketplaces increased by 3%.

At the same time, online the average check in most categories increased in January 2024 compared to January 2023 more noticeably than offline. Thus, online, the average bill for purchasing sporting goods increased by 51%, to 5,657 rubles, and offline, on the contrary, decreased by 5%, to 2,810 rubles. The average bill for buying clothes and shoes online increased by 26%, to RUB 8,109. (offline growth by 11%, up to 2947 rubles), household goods and repairs by 20%, up to 9338 rubles. (offline growth by 9%, to 2,141 rubles), household appliances and electronics by 16%, to 13,452 rubles. (offline growth by 7%, up to 6905 rubles), cosmetics by 11%, up to 3800 rubles. (offline growth by 4%, to 1208 rubles). Only in the fitness category did the average online bill decrease compared to the same period last year (by 8%, to RUB 3,448), while the offline figure increased (by 6%, to RUB 1,870).

Women spent more on sales in January 2024 than men. The share of women in total spending was 54%, and in the total number of purchases 61%. If we talk about the age composition of buyers at sales in January of this year, people aged 35–39 years bought the most: their share in total spending was 19%, and in the total number of purchases 17%.