SberIndex.ru finds out what Russian men give their loved ones on Day of Family, Love and Faithfulness
July 13, 2020, Moscow — On Day of Family, Love and Faithfulness, men gave flowers to their wives and loved ones. On July 8, SberIndex.ru analysts registered an increase in demand for flower bouquets. The number of purchases increased by 28% over one day, and the average order value grew by 16% to reach RUB 1,054.
Interestingly, there was no growth in demand for children’s clothing, toys, watches and jewelry. In other words, men remembered the holiday, but decided to give flowers only.
The situation was similar last year when the number of bought bouquets increased by 34%, but the average order value was the same as in other days in July.
As for the consumer activity index on July 8, the highest result was registered in Perm (93 out of 100 points). It is likely that Russians who care about their families the most and are the most faithful live there.
Although Russians were not snapping up toys on July 8, they did that in June. The turnover in this category was 31% higher than in 1Q20; the average order value was RUB 1,281. It seems that during the self-isolation many parents were not able to indulge their children, but when stores started to reopen, they did it. In addition, many families with children received stimulus paychecks from the government in June, which also pushed parents to buy things.
SberIndex.ru is an analytical website by Sberbank that illustrates how life in Russia has changed during the COVID-19 pandemic. Today, you can find three key indexes on the website, all of them based on anonymized data. These are an incidence model, the consumer activity index, and consumer activity changes. The all-new Business section features the evolution of gross payroll and change in small business activity. The website also has other studies, including all SberData lab ones.
SberData laboratory is a Sberbank initiative designed to process and analyze big data. After aggregating data from payment processors and publicly available sources, bank experts unveil the quantitative characteristics of socio-economic processes in Russia on macroeconomic and microeconomic levels. Only anonymized data is used for analysis, which means no particular customers can be identified behind it. The lab and its studies do not disclose personal information or any trade secrets.