Russians have become more likely to buy cosmetics for themselves and their loved ones for the holidays

Beauty products have become the main gift choice of customers. Almost half of the respondents — 47% — prefer cosmetics and perfumes as their main gifts, and another 40% complement them with gifts from other categories. This is evidenced by the data from the LATOILE study, which was reviewed by Izvestia on February 3.

According to the survey, Russians most often make beauty purchases for themselves.: That's what 71% of the respondents said. Gifts for the other half are in second place: 43% of the study participants purchase them. In the Belgorod region, this figure was noticeably higher — 56%. Friends and parents accounted for almost the same shares — 39 and 38%, respectively, and residents of Moscow were more likely than others to say that they choose beauty products for their relatives and friends — in 45% of cases.

Perfumes retain the status of the most versatile and desirable gift. 84% of Russians buy it for a partner, and in the Belgorod region it is already 91%. 58% of respondents are ready to give their parents a fragrance, while in the south of the country the share reaches 72%. Even for children, children's perfumes are chosen in more than half of the cases.

The largest expenses, according to the study, are for gifts to oneself, then for the other half. Every third resident of the North Caucasus is ready to spend more than 10 thousand rubles on personal purchases, which is significantly higher than the national average. 15% of Russians invest up to 20 thousand rubles for a partner, but the majority — 60% — try to meet the amount of up to 5 thousand rubles.

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For parents and children, budgets are usually more modest: about 70% of respondents limit themselves to the same level of 5,000 rubles. When choosing gifts for friends and colleagues, customers are even more economical, preferring products worth up to 3,000 rubles, most often body care products and ready-made gift sets.

Russians prefer to buy New Year's beauty gifts in specialized perfume and cosmetics stores - 91% of the survey participants chose this option. At the same time, marketplaces continue to gain popularity: 53% of customers already use them. More than half of the respondents — 61% — make purchases on the eve of the holidays, focusing on promotions and a festive atmosphere, while one in five plans gifts in advance. In the North Caucasus, a spontaneous approach is more common: 40% of the region's residents purchase gifts without a prior plan.

Russians cite the quality and effectiveness of products, the recipient's personal preferences, and the price as key factors in choosing beauty gifts. At the same time, priorities vary in the regions: for residents of the Urals, especially the Chelyabinsk region, cost becomes the decisive factor, while in the Far East practicality is more appreciated.

The purchase decision is also influenced by reviews from other customers: 34% of respondents rely on them. The consultations of sellers in stores and the recommendations of bloggers turned out to be equally significant — 29% of respondents noted their influence.

The results of a study by Humopeu on November 13 showed that Russians most often regret spontaneous purchases of clothes and shoes at sales. It was clarified that every third unsuccessful purchase is made on the spur of the moment, despite the growing rationalization of shopping.: 40% of respondents compare prices on different sites, and 27% make a strict shopping list.

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