The Fix Price chain of stores with low fixed prices and the research holding Romir found out the attitude of Russians to shopping as a way to get rid of stress. The results showed that 49% of respondents go shopping when they feel very nervous. This behavior is most typical among young people aged 18–24 years (59%). In contrast, respondents aged 55 to 64 years old do not share this trend. (45%).
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Most often, residents of the Northwestern (63%), Southern (61%) and Volga (56%) federal districts cope with stress with the help of shopping. New clothes and shoes (51%), as well as snacks and cosmetics (33% each) help cope with stress the most. At the same time, men (36%) often enjoy delicious food, while women (42%) enjoy beauty products. Anti-stress toys are the least popular remedy for tension – only 6% of respondents purchase them. Last on the list are computer games, which help only 5% of respondents.
At the same time, for Russians the process of purchasing itself is often more important than the result: 29% of respondents express interest in prices and searching for goods, 31% feel satisfaction from the fact of purchase, while only 11% feel happiness and euphoria.
Every third Russian is more willing to go to a store where the assortment is constantly changing, new products and collections are being imported. 27% of respondents (mostly residents of the Siberian and Ural federal districts) often buy something they didn’t plan on. In addition, over the past year, 41% of respondents began to visit stores where prices are lower more often—and half of them have a high income.
For 58% of Russians, the opportunity to buy goods at a low price is a pleasant bonus to an already attractive process. This opinion is widespread among young people aged 18 to 24 years and Russians aged 35 to 44 years (63% and 62%, respectively).
The Fix Price network plans to delist receipts from the London Stock Exchange
