People Belarus actively prepare for New Year and Christmas, by purchasing gifts online. According to data analysts Wildberries, activity of Belarusians on the platform in 2024 year has significantly increased: from 15 November to 15 December sales in rubles increased by 63% in compared with the same period of the last year. The leading sales were products, textiles and clothing.
The top 10 popular categories of goods were: “Groceries” (+97% year to year in rubles), “Textiles for home” (+73%), “Clothing” (+67%), “Holiday Goods” (+62%), “Lingerie” (+61%), “Cosmetics” (+51%), “Footwear” (+49%), “Toys” (+43%) and “Accessories” (+37%).
Categories with the highest increase in sales year to year: “Motor Products” (+191%), “Health” (+176%), “Finishing Materials” (+132%), “Networking Equipment” (+132%), “Power Tools and Equipment” (+129%), “Laptops and computers” (+126%), “Building materials” (+124%), “Large household appliances” (+123%), “Everything for gardening” (+117%) and “Garden furniture” (+115%).
The most often in the pre-New Year period Belarusians purchased dresses, pants, jackets, boots and sneakers, and also suits, jeans, hats, underwear, t-shirts and bags. Also large demand was for books, creams, bedding linens and interior garlands.
Decorating home for holidays and New Year’s table
For preparing the holiday table the particularly demanded in this period are: candy sprinkles, their sales rose in 40 fold year to year, ikra (by 34 fold), coffee beverages (by 21 fold), yeast and rice paper (by 7 fold), kits for baking and tapioca for bubble tea (in 6 times), decor for baking (in 5 times), honey and dried mushrooms (in 3 times).
Among holiday goods leaders were:
- accessories for holiday (+333% year to year in rub.)
- carnival masks (+162%)
- wrapping tape (+147%)
- decorations for dinnerware (+133%)
- accessories for photoshoots (+117%)
- bows for gifts (+114%)
- carnival sets (+98%)
- fair decorations (+88%),
- подарочные коробки (+87%)
- интерактивные наклейки (+83%)
- подарочные пакеты (+79%)
- карнавальные головные уборы (+74%)
- поздравительные открытки (+45%)
- интерьерные гирлянды (+38%)
- искусственные елки (+36%)
Заметную динамику роста продаж показала и продукция для создания праздничной атмосферы: LED trees (+995%), candles (+767%), parfum for home (+345%), door bells (+315%), souvenir houses (+247%), artificial plants (+149%), stabilized flowers (+141%), statuettes (+105%), figurines (+68%) and candleholders (+40%).
Besides traditional “Goods for Holidays,” which includes New Year decor, customers are actively searching on Wildberries for products related to the symbol of the coming year. If in the period from September to November 2024 the share of themed “snake” products in the total volume of orders in Belarus was only 0,05%, then by the mid December the indicator increased to a third percent.
In this season in the TOP of orders of goods with snakes: Christmas toys, calendars, statuettes and decor items in the snake, puzzles and soft toys, soaps and candles, textiles and bedding with the symbol of the year, forms for baking in the snake. Also Belarusians purchased for gifts decorations and accessories, and also clothing and carnival costumes with snake theme. With sword, if for snake snake theme.Last autumn purchases of products with the symbol of the year increased by 200% of the year, then in the first weeks of December – almost 5 fold.
Gifts for adults and children
Popular gifts for New Yeartraditionallyaretoysandcosmeticmedicines.The currentpre-holidayseasonisnoexception,MoreofteninthebasketofWildberriesshoppersaregoodsfororganizingchildren’sleisure,andalsoproductsforself-care.
