In the period from January to August 2024, the number of customers in children's goods stores in the Russian Federation decreased by 11% year-on-year, Kommersant writes, citing data from Focus Technologies. Analysts at Check Index also recorded a 9% decrease in the number of purchases in such stores.
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The decline in the birth rate, growing competition with FMCG chains and online platforms led to a decrease in the number of customers in Russian children's goods stores by 11% year-on-year in January-August. In this regard, specialized retailers are forced to reduce their presence in shopping centers and reformat stores. The negative trend is observed mainly in the offline segment, while online, on the contrary, the number of receipts increased by 19% year-on-year.
Analysts noted that the market for children's goods is affected by a decline in the birth rate, another factor in the decline was the growing popularity of resale. According to Rosstat, in the first half of 2024, the birth rate in the country decreased by 2.7% year-on-year, to 599.6 thousand newborns.
At the same time, the drop in traffic does not reduce spending. According to Focus Technologies, the average check in children's goods stores in January-August of this year increased by 11% year-on-year. This allowed the outlets to maintain turnover at last year's level. Chek Index noted that the average check for the purchase of children's goods in January-August of this year amounted to 2.6 thousand rubles, increasing by 10% year-on-year.
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