What Russians buy at the fall sales of 2025: down jackets, Christmas trees and goods for creativity
By ForGeeks
The main promotions of the year on Ozon – “11.11” and “Black Friday” – brought about a million new customers to the marketplace, and the assortment almost doubled. Russians are preparing for winter, shopping for appliances, gifts and creative kits.
Ozon is holding its biggest annual sale from October 23 to December 3. In the first month, the platform attracted about 1 million new first-time customers. The range of goods participating in the discounts has increased by 92% compared to 2024, and sellers are offering discounts of up to 90%. Women’s clothing remains the leader in sales across the country: jackets, coats and down jackets are especially actively bought. In many regions, demand for expensive tech – from VR glasses and smartphones to laptops and smart watches – has increased since the sales began.
Ozon analysts studied sales data for the last 30 days, highlighted active regions, preferences of different age groups, items of sharp increase in demand and behavioral characteristics of residents of small towns.
Russians are preparing for winter and the New Year
The main category of sales is fashion: clothes and shoes remain the most mass purchases on Ozon. The share of men’s and women’s clothing averages 12.8% of all orders. In second and third place are small household appliances (3.5%) and goods for repair and construction (3.3%). These three categories are leading both in Moscow and St. Petersburg and in the regions.
The strongest growth in interest in New Year’s Eve goods was seen in the third quarter. Sales of Christmas figurines and Christmas tree decorations increased ninefold, sales of Christmas trees increased eightfold, and sales of calendars for 2026 increased sixfold.
Homewares are growing faster than other categories. The absolute leader is goods for adult creativity: demand for them was 17 times higher on average compared to the previous month. Russians bought clay modeling and knitting kits, acrylic and oil paints, rumboxes, and other hobby kits.
November 11 was the most active day of the year: sales doubled
Despite the extended sales period – it lasts a week longer in 2025 than it did a year earlier – Nov. 11 remains a peak day. On that day, sales rose 73% relative to the average October day, and the number of orders doubled, with Russians making more than 14.4 million purchases. Over 47 million people visited the marketplace during the day, which is 33% more than in 2024.
The top sellers on November 11 were Dyson stylers, video cards, Samsung Galaxy smartphones, game consoles, dog food and constructors.The significant growth in the assortment also influenced the dynamics of demand: the number of product items participating in promotions increased by 92% year-on-year.
Substantial growth in the assortment also influenced the dynamics of demand: the number of product items participating in promotions increased by 92% year-on-year.
The number of items participating in promotions increased by 92% year-on-year.
The most active regions are Chukotka, Kamchatka and Khabarovsk Krai
Regions are actively participating in the sales. Chukotka Autonomous Okrug is the leader: residents of Chukotka Autonomous Okrug ordered 61% more than on average in the third quarter. Kamchatka Krai came second (+36%), followed by Khabarovsk Krai (+30%).
What residents of small towns buy
In small Russian cities (up to 50,000 inhabitants), the most active shoppers were 25-39 year olds. They most often ordered men’s and women’s clothing (12.7% of orders), auto and motorcycle parts (4.9%), goods for repair and construction (3.6%), and children’s goods (3.4%). Game consoles and upright vacuum cleaners were the leading specific products.
Shoppers 40-54 years old chose women’s clothing (5.7%), shoes (5.6%), tools (4.5%), and smartphones (2.6%). Commodity leaders are dry dog food and automatic coffee machines. In some regions, such as Tomsk Oblast, VR-glasses were at the top of the list.
Women’s clothing (6.1%) and outerwear (4.7%) are also leading among shoppers over 55. Additional popular categories include home textiles, gardening and kitchen goods (2.8% each). The best-selling products are dog food, coffee machines and Huawei smart watches.
