This year, 49% of Russians plan to participate in Black Friday shopping, according to a survey conducted by Yandex Advertising experts. Among them, 77% intend to spend an average of 20,000 rubles or more, aligning with spending trends from last year.
Top Shopping Categories
Clothing, footwear, and accessories remain the most popular categories during Black Friday. In 2023, one in two shoppers purchased items from these categories. Interest in these products typically rises from late October, peaking a week before Black Friday. Yandex reported that searches for these items in October 2024 were seven times higher than in September and 13% higher than October 2023.
Popular wardrobe items include women’s clothing, outerwear, dresses, sweaters, pants, T-shirts, tops, and suits.
Shopping Behaviors
- Advance Planning: Over a third of shoppers for clothing, footwear, and accessories start selecting stores in advance. Four in ten browse assortments, while more than half track price changes.
- Advertising Influence: A quarter of respondents learn about Black Friday sales from advertisements, and 20% from brand integrations in online maps.
- Brand Loyalty: Love for a brand strongly influences decisions, with 25% of respondents willing to buy from their favorite brands regardless of discount size.
Study Details
The survey involved 1,481 internet users aged 18–64 from Russian cities with populations over 100,000. It provides insights into how online advertising and brand presence shape consumer behavior.
A related study by Avito Advertising showed that 57% of Russians rely on online ads to make purchasing decisions, underscoring the role of digital platforms in driving sales.