While Western markets grapple with weakening consumer demand, Russia's retail sector paints a contrasting picture. Recent data reveals a surge in shopping frequency, particularly among younger demographics and middle-income earners, with clothing purchases leading the trend.
Statistics show the average Russian now makes 7 annual shopping trips in 2025, up from 6 at the start of the year. Monthly shoppers grew to 36.5% of the population (from 34%), while bi-weekly consumers now represent 22%. Notably, the segment avoiding clothing purchases altogether shrank dramatically to just 0.4%, signaling broad-based consumption growth.
The most significant increases came from two key groups: young shoppers (rising from 6.8 to 7.1 annual purchases) and middle-income consumers (5.9 to 6.4). High earners maintained their position as the most active buyers, averaging over 8 transactions yearly. A gender shift emerged as men's monthly clothing purchases jumped from 19.5% to 31%, while women's participation slightly declined to 41.5%.
Financial commitment mirrors this activity, with 30% of respondents reporting substantially higher spending and 41% noting moderate increases. However, stark regional disparities persist. Cities like Krasnoyarsk, Rostov-on-Don, and Voronezh show exceptional enthusiasm, where 67%, 60%, and 60% of residents respectively shop monthly. In contrast, Moscow and St. Petersburg report modest 25% and 10.5% monthly participation rates, while Yekaterinburg sees 20% of citizens making just one annual purchase.
This consumption boom presents both opportunities and challenges for Russian retailers. The emerging spending power of youth and middle-class cohorts offers new growth avenues, but bridging the regional divide remains critical for sustained market expansion.