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- Purchases for dummies: prices for household appliances have fallen due to the strengthening of the ruble
Purchases for dummies: prices for household appliances have fallen due to the strengthening of the ruble
Household appliances in Russia in April–May 2025 fell in price by 10-20% compared to the first months of the year, sellers told Izvestia. This is how they reacted to the strengthening of the ruble, experts say. In addition, in conditions of strong competition, retail has to quickly reduce price tags. Whether it is worth waiting for a further reduction in the cost of these goods is in the Izvestia article.
Why household appliances have become cheaper
The sellers of household appliances told Izvestia about a noticeable decrease in prices for household appliances in April–May of this year compared to its first three months. Prices from January to May of this year fell by 4-12%, depending on the product category. The exchange rate has the greatest impact on the cost of foreign goods, said the commercial director of Refrigerator.<url>" Alexey Pogudalov.
According to Avito, in April–May 2025, prices decreased for a number of household appliances. For example, the cost of new small appliances has decreased by 16%, said Pavel Komarov, head of Avito's Electronics and Home Appliances business. At the same time, the price of stoves and ovens fell by 10% in the retail during the period under review, and microwave ovens by 7%, he said.
— Also in April–May, we record a decrease in prices for new refrigerators — by 11% compared to December 2024 — January 2025. The cost of new equipment from the brands Kraft (by 22%), Biryusa (by 21%) and Dexp (by 8%) decreased the most dynamically. New refrigerating appliances from Samsung brands (17% price reduction) and Beko (15% reduction) have also become more affordable," Pavel Komarov said.
The decline in retail prices in the market of small and large household appliances began at the end of the first quarter, agrees Sergey Borshchevsky, diHouse's leading product manager. The unconditional reason was the strengthening of the ruble exchange rate, he confirms.
— As a result, the reduction process does not occur simultaneously, but gradually, as a result of the gradual arrival of goods purchased at a lower rate to distributors' warehouses. This allows, in turn, to gradually reduce shipping and retail prices," points out Sergey Borshchevsky.
Traditionally, the second quarter is the weakest in terms of sales in the electronics market, but this year demand is falling at a faster pace, he added.
— In May of this year, demand is 20% lower compared to the same month in 2024. The main reason is the high key interest rate, which affects the pace of issuing consumer loans to retail customers," he believes.
The decrease in prices is replacing their growth. According to "M.Video–Eldorado", prices for large household appliances in Russia in the first quarter of 2025 increased by an average of 7% compared to the same period in 2024.
Eldar Murtazin, a leading analyst at Mobile Research Group, also believes that the drop in equipment prices is due to the strengthening of the ruble and the shrinking market. In the spring, the exchange rates of the world's leading currencies decreased by 20%, respectively, the cost of household appliances decreased by about 15-20%. Small household appliances are getting cheaper the most, the turnover of which is faster, and large ones are slower, he added.
What will happen to the prices next
Another reason for the decrease in prices for household appliances is the unsold stocks accumulated on the market. They were formed due to a slowdown in the pace of construction of new housing and falling demand for it, said Larisa Senina, director of the Home Appliance department at Marvel Distribution. The lack of available funds among the population also affects due to the high credit burden and the attractiveness of bank deposits with high interest rates, she added. At the same time, the demand for household appliances has also decreased.
According to Eldar Murtazin, due to falling sales, household appliance warehouses remain overstocked and this leads to lower prices. Warehouses are being sold out, but at a slower pace than before, he added.
A further decline in prices is unlikely, as exchange rates fluctuate slightly, and sales have dropped, the expert predicts. In addition, the cost also depends on the high costs of sellers and manufacturers, which are again affected by expensive loans, Alexey Pogudalov added.
"We expect that a change in the Central Bank's policy regarding the key rate will lead to a gradual withdrawal of the population from deposits and a revival in demand for household appliances and electronics," <url> noted.
The price reduction is due to the fact that the business believes: At least until the end of the summer, the ruble exchange rate will be stable, according to Sergey Polovnikov, head of the Content-Review project. In addition, due to parallel imports that are not regulated by vendors, as well as gray imports of goods without proper tax and customs formalities, the market has become very competitive — now, if one player has managed to import something cheaper, others also have to do it, he added.
In addition, against the background of rising wages and increased consumer demand in 2023-2024, many bought what they needed, so in order to sell something now, it is necessary to attract the attention of buyers, in particular, by lowering prices, the expert concluded.
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