Wealthy Russians are cutting back on impulsive spending and increasing savings.
In a study conducted by Group B1, it was found that thriftiness among Russian consumers has significantly increased from 2023 to 2025. This change has been influenced by several key trends and factors, as well as identifiable demographic patterns.
One of the primary drivers of this shift is the rising prices of essential goods, such as energy and food, which have increased more than 25% since 2021-2022. Lower-income households, who spend a larger share of their budgets on these basics, have been particularly affected and have consequently shifted towards more frugal spending habits.
Economic uncertainty and paradigm shifts, including global economic uncertainties, geopolitical tensions, and financial system discussions, have also contributed to consumer caution and a focus on wealth preservation. These conditions encourage frugality and smarter resource allocation.
The study, titled "Russian Consumers: Stability of Preferences and Rationality of Choice", surveyed over 1000 Russians aged 18 to 55+ in April 2025. The participants were divided into three income groups: low (up to 50,000 rubles), medium (50,000 to 150,000 rubles), and high (over 150,000 rubles per family member per month).
Among those with low income, the share of people buying on sale decreased from 46% to 44% between 2024 and 2025. Similarly, among those with medium income, the share decreased from 40% to 38%. Interestingly, among the wealthiest participants, the proportion of affluent respondents who have reduced their impulse purchases has increased from 22% to 47% over the past six months.
The study also found that Russians are making fewer impulse purchases and saving more. In spring 2025, 49% reported this compared to 43% in 2024 and 36% in 2023. Quality is the next most important criterion, chosen by 83% of respondents in spring 2025.
Online purchase and delivery, while still important, has seen a decrease in significance over the past year and a half. Among respondents aged 25-34, online purchase and delivery remains an important criterion for 27%, while among those aged 18-24, it remains important for 30%. Among respondents aged 18-55+, this criterion has now taken third place in terms of importance, surpassed by price and the producer or brand.
In spring 2025, 92% of consumers primarily consider price when choosing products and services. By spring 2025, the proportion of consumers for whom the producer or brand plays a significant role in their purchasing decisions has risen to 27%.
These findings suggest that Russian consumers are becoming more discerning and focused on value for money, with a growing preference for high-quality goods and services at affordable prices. As economic conditions continue to evolve, it will be interesting to see how these trends develop further.
In light of the study's findings, there's a notable rise in personal-finance practices among Russian consumers, with saving and budgeting becoming more prevalent. This shift can be attributed to the increasing costs of essential goods, economic uncertainty, and geopolitical tensions, which have led to a focus on wealth preservation. Moreover, the study reveals that more Russians are prioritizing savings over impulse purchases, thus demonstrating a keen interest in their personal-finance management.
