Russian consumer behavior and online trends during January holidays

Part 2: January holidays and beyond

How consumer behavior changes in Russia after the New Year celebrations

 

In our previous article, we talked about the gifting preferences and online searches of Russians leading up to New Year’s Eve. In this article, we’ll look into Russian consumer behavior in January and see what types of searches become relevant after the festivities wrap up.

 

Search topics during January holidays

Throughout the holiday weeks in early January, Russian internet users are ready to spend some time outside of their apartments.

Here are some of the most popular search queries as they relate to Russian consumer behavior in January during winter holidays:

  • Movie theaters
  • Lotteries
  • Ice skating rinks
  • Oceanariums
  • Dolphinariums
  • “Where to go…?”
  • Skiing
  • Snowboarding

 

 

Popular January holidays search topics in Russia

Search queries volume (% of all search queries for the period). Source: Yandex report on New Year holiday consumer behavior

 

Interestingly, Yandex research shows that during the January holidays the most popular areas for people to visit change quite a bit, with pharmacies receiving more buyers than usual (+132% compared to an average workday).

Here is the breakdown of various popular areas before and after the holidays.

December 30, December 31:

  • Shopping malls +65%
  • Hotels +43%
  • Gas stations +5%
  • Grocery hypermarkets +228%
  • Cafes +36%
  • Restaurants +30%
  • Public transportation stops +10%
  • Supermarkets +27%
  • Grocery stores +80%
  • Fast food +63%
  • Pharmacies + 118%
  • Residential complexes +31%
  • Beauty salons +96%
  • Bars +76%
  • Airports +32%

January 1 to January 8:

  • Shopping malls +32%
  • Hotels +42%
  • Public transportation stops +45%
  • Cafes +18%
  • Restaurants +28%
  • Supermarkets +14%
  • Pharmacies +132%
  • Residential complexes +33%
  • Fast food +45%
  • Grocery stores +51%
  • Dentist offices +96%
  • Airports +42%
  • Grocery hypermarkets +24%
  • Railroad stations +117%
  • Bars +75%

 

Search topics after January holidays are over

Once the holidays are over, the “New Year, new you” mentality appears to set in, according to the search topics reported in the Yandex report.

Here are the most popular search queries as they relate to Russian consumer behavior in January:

  • mortgage
  • natural products and healthy eating
  • clinics
  • employment
  • hotels
  • sports foods
  • online education
  • house building
Post-holiday popular search queries in Russia

Search queries volume (% of all search queries for the period). Source: Yandex report on New Year holiday consumer behavior

If your business is ready to capitalize on these search trends and advertise to a Russian audience, contact our sales team to help you set up your advertising campaign.