In a survey conducted in Russia, Ozon found that Russians’ enthusiasm for accessories continues to rise. The survey showed that Russians spend an average of 100,000 to 200,000 rubles on accessories each year, and one-third of the respondents wear different accessories every day. In recent months, Russians’ demand for accessories has increased sharply, especially in June, when bracelet sales on Ozon more than doubled.
Survey data shows that jewelry has become the most popular accessory for Russians, with 32% of respondents saying they wear jewelry every day. This is followed by watches (29%), belts (27%), handbags (24%) and wallets (23%). In addition, scarves (19%), sunglasses and jewelry (both accounting for 18%) are also loved by many Russians.
In June, jewelry sales on Ozon increased by 340% year-on-year, jewelry sales increased by 250%, bag sales increased by 240%, belts and watches sales increased by 230%, and scarves and sunglasses sales increased by 220% respectively. It is worth mentioning that the 50 best-selling items on Ozon in June included silver bird ear clips, eco-leather men’s wallets, waist bags, vintage waterproof watches, couple bracelets, and Hogwarts scarves.
In addition, the survey also showed that 22% of Russians buy new accessories at least once every six months, 17% of respondents buy them every month, and 20% buy them according to their mood and needs. 45% of respondents prefer to get accessories through online shopping. In terms of accessories spending, 35% of respondents spend up to 10,000 rubles a year on jewelry, wallets and scarves, 29% spend between 10,000 and 20,000 rubles, and 20% spend between 30,000 and 50,000 rubles.
From a regional perspective, residents in Voronezh spend the most on accessories, with 33% of respondents buying more than 30,000 rubles of accessories each year. Other regions with spending over 30,000 rubles include Novosibirsk (31%), Nizhny Novgorod (30%), St. Petersburg (29%), Moscow (27%), Yekaterinburg, Krasnodar and other regions. This phenomenon also highlights the vitality and potential of the Russian accessories market.