Original Russian language version on spending trends can be found here.
Yandex.Direct ads reach nearly everyone who uses the so-called runet (i.e. the Russian-language internet). Therefore, clicks on Direct ads serve as a good gauge for changes in demand among various categories of goods and services. For some categories, demand changes based on the season and the same changes are observed year to year. Yandex.Direct analysts studied data from 2015-2017 and determined which categories experience greater demand from August through October. It’s a fair assumption that these same spending trends will continue this year over the course of the next three months.
“From the end of summer through early autumn, demand for children’s goods and school supplies rises significantly, from backpacks and uniforms to extracurricular courses and athletic programs. There are also other categories in high demand during this inter-seasonal period such as winter tires, warm clothes, etc. This doesn’t mean that you should only advertise these products during peak months, however, but your ads are likely to perform particularly well at that time,” notes Victoria Kinash, sales director for key clients and partners at Yandex.
• Parents stock up on everything their kids need in the run-up to September 1st: uniforms, shoes, backpacks, school supplies, and desks. Any old laptops also get repaired before school starts.
• Runet users also search for items they need for their dachas (country houses) in August. Before the autumn rain, there is more demand for waterproof siding and gutters. It seems that people with dachas and those that live in the country try to finish up their construction projects in August before the rainy season, as there are more searches for construction bricks.
• Then September sets off fruit and vegetable season and people are interested in things like nitrate meters and electric juicers.
• Additionally, in August there is a surge of interest in vacation and travel goods such as kite-surfing equipment, duffel bags, and GPS systems.
• Then, as the school season sets off, parents purchase textbooks, look for tutors, and pick out extracurricular activities for their kids. Martial arts and dance academies are popular choices. There is also a noticeable peak of interest in August for music classes, even though users are consistently interested in that category throughout the year. In following with this, the market experiences an increased demand for dance clothes and musical instruments.
• Schools also round out their supplies of sports equipment, lab supplies, and educational posters for their classrooms.
• In August, people actively respond to ads for sports clubs and theater groups (either for themselves or their children).
• Dacha owners (vacation homes) stock up for winter: October is peak month for food dehydrators that work with fruits, vegetables, and mushrooms. Those with homes in the countryside also set up their winter gardens at this time.
• Those who didn’t invest in their own juicers in August buy various ready-made juices.
• Umbrellas are also usually really popular in September. Although this summer the weather was so bad that everyone most likely already has their rain gear.
• Everyone starts bundling up in October and interest peaks in outerwear, boots, hats, scarves, and gloves.
• People also get their homes ready for winter. If they have an apartment, they buy electric heaters, whereas those with suburban homes install heating and snow-retention systems (which hold snow on the roof to improve insulation).
• Anyone with a car must switch over to winter tires, so it’s no surprise that tire repairs and sales enjoy more demand, along with warehouses that offer to store summer tires.
That rounds out our look at the categories that experience peak demand from August through October. As you have probably concluded, Russian winters are no joke and nobody wants to be caught unprepared! Apply these spending trends to your marketing efforts for maximum coverage.