New Year's gifts 2024: practicality is trending among Russians

A ROMIR study has identified key trends in the choice of New Year's gifts among Russians in anticipation of 2024. The data demonstrates a shift in focus towards practical and inexpensive gifts, as well as an increase in uncertainty in the choice.

The overwhelming majority of respondents (39%) plan to give simple souvenirs for the New Year, which indicates a desire to save money and a pragmatic approach to choosing a gift. A significant proportion of respondents (28%) have not yet decided on a gift choice.
The traditional gift of money in an envelope remains in demand (20% of respondents), demonstrating the sustainability of this practice as a universal solution. At the same time, there is a popularity of consumer goods: perfumes (19%), cosmetics and care products (15%). This confirms the trend for practical and universal gifts that will always come in handy and, most importantly, will be used by their owners.
More expensive gifts, such as equipment and electronics (11%), clothing (9%) and jewelry (7%), are chosen by a smaller share of respondents. This can be explained by both the already mentioned savings and the higher risk of “missing” the recipient’s preferences. Books (5%) and tourist trips (3%) occupy a minimal share when choosing a New Year’s gift. Interesting data was obtained regarding the “re-gifting” of gifts. More than half of respondents (56%) categorically deny this practice. However, a significant portion (30%) admitted that they sometimes re-gift the New Year’s gifts they received. It can be concluded that the practice of re-gifting is present in society, although it is not dominant. A small share of respondents (9%) did not answer the question, and 4% admitted that they always re-gift gifts.