Wealthy Russians are forgoing impulsive shopping and focusing on savings instead
Russia's economic landscape has been under pressure due to international sanctions, declines in energy revenues, and disruptions from the war in Ukraine. This turbulent environment has likely influenced consumer behaviour, although direct statistics on changes in Russian consumer thriftiness between 2023 and 2025 are not readily available.
Several key factors are thought to be driving this trend. Economic sanctions and trade restrictions have increased prices for imported goods and limited access to certain consumer products, prompting households to prioritise essential spending and seek out cheaper alternatives. The ruble's volatility has contributed to imported inflation and higher costs for everyday goods, with inflation remaining elevated in 2022 at 13.75%.
As real incomes erode due to wage growth not keeping pace with inflation, households, especially those in lower- and middle-income brackets, are forced to cut discretionary spending and focus on necessities. The Russian government's investment in digital transformation, including fintech and e-commerce platforms, may have made it easier for consumers to comparison shop and access discounts, potentially amplifying thrifty behaviours.
Global economic uncertainty, including supply chain disruptions and energy market fluctuations, further compounds domestic economic challenges, encouraging thriftiness.
In response to these challenges, consumers are expected to prioritise spending on food, utilities, and healthcare, while cutting back on non-essential goods and services. There is also a growth in discount channels and private labels, as thriftier consumers turn to these options. Even middle- and higher-income households may exhibit greater price sensitivity, seeking bargains and delaying big-ticket purchases.
The expansion of digital banking and e-commerce may facilitate more efficient spending and better access to deals, supporting thrifty habits.
The B1 study, conducted in April 2025, surveyed over 1000 Russians aged 18 to 55+ and divided them into three income groups: low, middle, and high. Quality is the next most important criterion for consumers, chosen by 83% of respondents. Interestingly, the trend of decreased interest in buying items on sale is more pronounced among wealthier respondents. The proportion of high-income respondents making purchases on sale dropped from 30% in 2024 to 24% in 2025.
Among the wealthiest respondents, there has been a significant increase in the share of those making fewer impulse purchases, from 22% to 47% over the past six months. This factor is now the third most important, surpassing online purchasing and delivery (24%). The study reveals that all categories of consumers, regardless of income level, have become more thrifty over the past year.
According to the B1 study, price is the primary factor considered by 92% of consumers when choosing products and services. The producer or brand has become a significant factor in purchase decisions for 27% of consumers, up from 19% in 2023.
The trend towards saving money indicates that buyers are willing to wait to purchase what they truly need. Online purchasing and delivery remains an important criterion, but its significance has been decreasing over the past year and a half. Among younger consumers (aged 18-34), online purchasing and delivery remains significant, with 30% for respondents aged 18-24 and 27% for those aged 25-34.
The B1 study notes that respondents are becoming accustomed to online purchasing and delivery options, paying less attention to it compared to basic product characteristics. The study can be found on their website. Overall, the economic environment points to a prolonged period of heightened consumer thriftiness across Russian society.
In the current economic landscape of Russia, where inflation remains high and households face income erosion due to decreased wage growth, consumers are prioritizing personal-finance management and budgeting by focusing on necessities like food, utilities, and healthcare, while cutting back on non-essential goods and services (saving). The study B1, conducted in April 2025, showed that the trend of thriftiness is widespread among all income levels, with 92% of consumers considering price as the primary factor when choosing products and services (finance).
