Average spending on apparel in Russia 2021, by age and store type

In 2021, Russian customers of all ages spent more in offline apparel stores than in online clothing stores. Among the shoppers aged over 45 years, nonetheless, the gap between the average expenditure per purchase in online and offline stores was very small.

Online versus offline shopping in Russia

The brick-and-mortar shopping experience remained the preferred mode for purchasing most FMCG articles in Russia as of 2021. Apparel is the category for which the largest share of customers shopped online. However, most Russians of all ages reported a greater predilection for offline shopping methods when buying clothing items. In the case of perfumery and cosmetics, on the other hand, the average spend in the online stores was somewhat higher compared to the mean expenditure in traditional stores for such products. 

Customer product preferences in Russia

Product quality was of foremost importance for Russian consumers for food, cosmetics, and baby products. Even though apparel and footwear were the most often purchased items in the premium and luxury segment, shoppers were also revealed to be the most price-sensitive when shopping for such goods. Moreover, apparel and footwear were the most-shopped second-hand categories.