Winter holiday purchases in Russia. Part 2: search trends

Part 2: what are the search trends leading up to the winter holidays in Russia and afterwards?

In our previous post, we summarized the results of a Yandex survey highlighting Russian consumers’ plans for holiday shopping in 2020. In this post, we’ll cover winter holiday search trends in Russia and the top categories before the holiday festivities, from consumer electronics to FMCG. The trends are based on search data collected by Yandex between January 2019 and January 2020. You can view the full presentation here (in Russian).

Winter holiday search trends in Russia: top fashion queries

Based on Yandex search trend statistics, these were the most popular search categories for clothing, footwear, and accessories before the holidays:

Winter holidays search trends in Russia: top fashion product categories by search in 2019

Winter holidays search trends in Russia: top fashion product categories by search in 2019. Source: Yandex research

FMCG searches before and after the winter holidays in Russia

In November the most popular FMCG searches looked like this:

  • pet products for dogs and birds
  • beverages
  • footwear care products (not surprising given November weather)

Come December, the searches became much more festive:

  • cosmetics and perfume
  • kids’ products, from toys to skis and skates
  • grocery store discounts, beverages, air fresheners, and oral care products

The holiday week searches were primarily home-cooking-related: from searches for recipes to specific ingredients, such as spices, cheese, alcohol, and meat products. Another popular search was for winter products for kids (who were enjoying their winter breaks at the time).

Later on, in January, searches returned back to more day-to-day product categories (milk products, bread, tea and coffee). A search that stood out was the “organic products” query, probably as a result of a New Year’s resolution to lead a healthier lifestyle.

Top consumer electronics categories by search before the winter holidays in Russia

In November, the top search queries across different types of consumer electronics products were as follows:

  • Major appliances
  • Desktop computers and laptops
  • Vacuum cleaners
  • Batteries
  • Blenders
  • Humidifiers
  • Clothes irons
  • Boilers
  • Air purifiers
  • Food processors

Come December, gadgets and computers became more popular. Here are the top search queries for appliances and consumer electronics:

  • Smartphones
  • Computers and laptops
  • TVs
  • Office electronics
  • Gaming consoles
  • Smart gadgets
  • Tablets
  • Cameras
  • Projectors
  • Home theaters

To sum up, Russians start shopping for presents and holiday-related products in December, but the holiday week is also a time when demand for holiday-related products is high, especially for several FMCG product categories.

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