Last week, Russians celebrated Men’s Day on February 23rd, otherwise known as defender of Fatherland Day. Next week on March 8th, Russians, along with the rest of the world, will celebrate Women’s Day.   As we have in year’s past, Russian Search Marketing dedicates a post to the most recent information surrounding the holidays, as they are both popular gift-giving holidays and vacation days. This post will give new readers a bit of background on the two holidays and some insights from previous year’s research on the topic. The main focus of this blog uses Yandex.Wordstat to assess the 2017 searches on Yandex, Russia’s leading search engine, that relating to gift-giving on these important holidays in Russia.

These major gift-giving and shopping holidays drive sharp ecommerce shopping increases following  the New Year’s winter holiday shopping season. Gifts for the holidays are often purchased online, because of the convenience. Russians order from both domestic and international websites. Chinese e-commerce sites are a popular Russian favorite when online shopping abroad, because there are many opportunities to save. Shopping trends usually follow the same theme as the United States’ Valentine’s Day presents. Therefore popular gifts tend to fall along the lines of flowers, perfume, cologne, ties, and jewelry.

Men’s Day is an official Russian holiday, which mainly focuses on those who have served in the Russian armed forces, with a particular focus on men. This holiday is basically the Russian equivalent of Father’s day and Veteran’s Day, but men of all ages are usually given a small gift. Popular gifts men receive on this holiday include cologne, socks, and shaving cream. Last week Russians had two days off from work and many took an additional day to extend a vacation week.

Women’s Day, although internationally recognized, is a very special holiday in Russia. Russians observe the day by showing appreciation to the women in their lives, usually with a small gift. The day first began as a political protest for women’s rights, and eventually became an official holiday in Russia after the Russian Revolution. Today it is celebrated in a similar fashion to Mother’s Day in the United States. Popular gifts women receive on this day include flowers, chocolates, perfume, and makeup.

By using Yandex.Wordstat, we researched how Russians are utilizing their local search engine to help prepare for the holidays. By entering the query into Wordstat, we can see the search volume, history, and other similar searches in addition to desktop and mobile breakdowns. This research pointed to an interesting revelation that more Russians were going online to help prepare for Men’s Day more than Women’s Day in 2017.

We entered a series of keywords into Wordstat to learn what searches were common and what they could tell us about reliance on tech during the holidays.  One important query used for this research, “что подарить на 23 февраля” (What to give on February 23rd) yields 615,244 impressions per month. The search is pretty evenly split on mobile devices and desktops.  Yandex users start thinking about gift giving for Men’s Day in late January, with the highest interest being the very beginning of February or three weeks out from the holiday.  Searches dropped off as the holiday got closer.

Compared to the equivalent query for Women’s Day, “что подарить на 8 марта” (What to give on March 8th), there were about six times more impressions for the query on Men’s Day. Yandex.Wordstat showed that the search for what to give for Women’s Day during February 2016 was around 171,000 but 327,000 during March 2016, indicating far fewer searches but also a higher spike in interest closer to the holiday.  We thought perhaps the searches for women’s day are the last minute shoppers and those who aren’t accessing Yandex already planned in advance. When we dug a little further, the difference actually seemed to be in the query itself.  The term “8 март подарок” (March 8th present) yielded close to 500,000 monthly impressions, which evened out the search interests. We looked into more searches for men’s day – using “подарок +на 23 февраля” (gift +on 23rd of February) and learned there were over 1.1 million impressions for that search, teaching us both about variation in keywords for gift giving for both holidays and that it does seem Men’s Day drew more Yandex searches.

Another important query used for this research was “23 февраля поздравление” (February 23rd Congratulations), which has 5,085,200 displays per month. Approximately 2,.2 million of those searches were made on a desktop. While 2.8 million searches were made on a mobile device.  It was notable that that this led to a higher volume of searches than the equivalent for Women’s Day at close to 250,000 monthly impressions.

Congratulations to both the Men and Women! Hopefully they will all feel special and enjoy the holidays off with some fun vacations. For those interested, feel free to try Yandex.Wordstat yourself to learn more about the way Russians may be searching for your products and services! Read on for a tutorial on how to use Yandex.Wordstat!