ROMIR and Fix Price study: almost half of Russians fight stress with shopping

The ROMIR research holding and the Fix Price chain of low fixed price stores have found out the attitude of Russians to shopping as a way to relieve stress. The results showed that 49% of respondents go shopping when they feel very nervous. This behavior is most typical of young people aged 18-24 (59%). On the contrary, respondents aged 55 to 64 do not share this trend (45%).

Residents of the Northwestern (63%), Southern (61%) and Volga (56%) federal districts most often cope with stress with the help of shopping. New clothes and shoes (51%), as well as snacks and cosmetics (33% each) help cope with stress the most. At the same time, men (36%) often treat themselves to tasty food, and women (42%) to beauty products. Anti-stress toys are the least popular means against stress - only 6% of respondents buy them. Computer games are at the bottom of the list, helping only 5% of respondents.

At the same time, the process of buying is often more important to Russians than the result: 29% of respondents express interest in prices and searching for products, 31% experience satisfaction with the fact of purchase, while only 11% feel happiness and euphoria.

Every third Russian is more willing to go to a store where the assortment is constantly changing, new products and collections are brought in. 27% of respondents (mainly residents of the Siberian and Ural Federal Districts) often buy things they did not plan. In addition, over the past year, 41% of respondents began to visit stores more often where prices are lower - while half of them have a high income.

For 58% of Russians, the opportunity to buy a product at a low price is a pleasant bonus to an already attractive process. This opinion is common among young people aged 18 to 24 and Russians aged 35 to 44 (63% and 62%, respectively).