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Market Research > Media about Vector Market Research

How much money will Muscovites spend for the New Year?

15 December 2007

How much money will Muscovites spend for the New Year?

Marketing research agency Vector Market Research conducted the survey among Muscovites in order to find out what gifts they plan to give to their near and dear, how much they are ready to spend for the presents and for the celebration proper – festive table, fireworks, trips abroad or staying at a holiday hotel. 700 respondentsofallagegroupsparticipatedinthesurvey.

Estimated expenditure of Muscovites for the New Year celebration varies significantly depending upon the income level and traditional ways of celebration. 22,4% plan to spend from 3000 to 5000 rubles, 21,7% - from 5000 – to 10000 rubles, 20,4% - from 10000 – 20000 rubles. Almost 8% of Muscovites plan to spend more than 50 thousand rubles.
But at the same time many respondents do not plan to give expensive presents to their friends and relatives. Souvenirs and different nice trifles like figurines, symbolizing the coming year, trinkets, key rings, calendars, organizers, etc. are the leaders in the rating of the most popular New Year gifts, - 61% of the respondents plan to give these very presents. Next follow perfumery, cosmetics and costume jewelry – 30% of our respondents plan to buy these goods as presents. Toys occupy the third place (23,0%)*. 10% chose CD and DVD disks, 9% - jewelry, the same number or respondents decide to present liquor, sweets and different delicatessen, 8% - clothes and footwear, 7% - mobile telephones and small household appliances – kettles, irons, coffee machines, etc. The most expensive gifts close the list – white goods (4%), computers (3%), trips abroad (0,7%), cars (0,7%).

Annually Muscovites spend more and more money for New Year presents, this year 10% of the respondents plan to spend on gifts from 500 to 1000 rubles, 15% - from 1000 to 1500 rubles, 18% - from 1500 to 3000 rubles, 15% - from 3000 to 5000 rubles, 8% from 5000 to 10 000 rubles and 11% plan to leave in the shops more than 10000 rubles.

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