Fate of a bouquet. SberIndex.ru and Rambler.ru find out how much money Russians spend on flowers for teachers and what happens to former on Sept 2
The demand for flowers on Knowledge Day jumped 4.4-fold from the summer 2020 average, with sales spiking on August 31, SberIndex.ru analysts claim. The beginning of the school year is the third most popular holiday in terms of flower sales in Russia. According to the poll on Rambler.ru for SberIndex, only 2% of the respondents are ready to pay over RUB3,000 for a bouquet they’d give to a teacher.
Spending on bouquets for school events is only 0.6% higher than in 2019. On August 31, Russians bought 4.4 times as many flowers as throughout the summer on average. On September 1, the metric was 2.3 times as high, which can be compared to February 14, 2020, when the demand soared almost 7.5 times, and on March 8 it jumped 18.6 times.1
Last year, the new academic year started on September 2, which is why analysts spotted the highest figures on September 1 (Sunday) when the metric was 4.3 times as high as the summer 2019 average.
On Knowledge Day, the AOV for flowers was 12% lower compared to regular days – down from last years’ 14% – reaching RUB798 on September 1 and RUB883 on August 31. In 2019, the average bouquet spending was RUB795 on August 31 and RUB754 on September 1.
Among Russian regions, AOV leaders are Kamchatka Territory (RUB1,383), Magadan Region (RUB1,369), and Moscow (RUB1,343), while AOV losers are Pskov Region (RUB526), Kurgan Region (RUB518), and Kirov Region (RUB508).
The SberIndex-commissioned survey on Rambler.ru found out what people believe to be the most important thing and discovered their preferences: price (38%), classics like cornflags and asters (32%), roses (14%), modern floral arrangements with peonies, lisianthi, hortensias, etc. (5%), and 11% believe there’s no need to reinvent the wheel, so addressing a florist is the best option.
As for the price of a bouquet for a teacher, the answers the respondents gave almost always match AOV figures: up to RUB500 (38%), up to RUB1,000 (34%), RUB1,000-3,000 (11%), over RUB3,000 (2%). Fifteen per cent of the respondents send their children to school with no flowers at all.
The future of the bouquets given to teachers is curious. Although the overwhelming majority of the respondents (86%) said that at their school, children simply give flowers to the class teacher, there are some alternative traditions. For example, 11% of the respondents buy one bouquet for a teacher on behalf of the entire class and spend the rest of the money to do something good. Three per cent of the respondents said that on September 2 their teacher gives the flowers back to the students, and they all lay them at the Eternal Flame or the monument to WWII heroes.
Find more in our study.
1Figures for February and March were compared to 1Q20 figures, with dates representing outlying cases excluded.
When publishing the materials, a reference to SberIndex (www.sberindex.ru) is mandatory.
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.
Rambler.ru is a leading Russian website for media and services. To date, it includes an intelligent news aggregator, a customized recommender system, one of Runet’s most popular email services, eight thematic media verticals, along with popular services such as horoscopes.rambler, weather.rambler, top100.rambler, etc. The website’s monthly audience exceeds 64 million unique users, and this figure is growing.