Toys, jewelry and gadgets: the most popular purchases of Muscovites for the New Year holidays

Toys, jewelry and gadgets: the most popular purchases of Muscovites for the New Year holidays
The daily revenue of children's games and toys stores averaged 433.7 million rubles in the last five days of 2021.

At the end of the year many people traditionally buy gifts for relatives and friends. Children's goods, electronics, perfumes and jewelry were the most popular purchases of Muscovites on the New Year' s Eve.

“The New Year is primarily a children's holiday, so it is quite expected that games and toys turned out to be the leaders of increased sales. In the last five days of 2021, from December 27 to December 31, the average daily revenue of the games and toys stores amounted to 433.7 million rubles to increase fourfold compared to the last full working week of the previous month — from November 22 to 26. The record breaking sales were registered on December 30 — 118 million rubles," said Vladimir Efimov, Deputy Moscow Mayor for Economic Policy and Property and Land Relations.

Sales of jewelry stores in the last five days of 2021 increased 2.3 times compared to the last week of November and amounted to 4.7 billion rubles. Besides, on December 28, 29 and 30, sales of jewelry were exceeding one billion rubles per day. On December 29, the sales turnover exceeded 1.2 billion rubles.

“Traditionally, residents and guests of the capital choose consumer electronics and gadgets, video and audio equipment as the New Year gifts. In particular, the demand for home appliances increased by more than 35 percent at the end of the year, the revenue of specialized stores from December 27 to December 31 exceeded 1.3 billion rubles. The local maximum of sales took place on December 29, when they reached 327 million rubles — this is the highest amount since September 1. The turnover of specialized computer equipment, mobile phones, video and audio equipment stores in the last five days of 2021 exceeded 14.9 billion rubles, which is 80.3 percent more than at the end of November,” said Kirill Purtov, Minister of the Moscow Government, Head of the Moscow Department of Economic Policy and Development.

He also added that December 29 was the day of record breaking computer sales. The equipment estimated to be worth 701.7 million rubles was sold on that day. Besides, on December 30, sales of mobile phones reached 816 million rubles, and those of audio and video equipment — 2.1 billion rubles.

Many Muscovites decided to renew their wardrobe on the New Year's Eve. In the pre-holiday days, the revenue of clothing and footwear stores increased by 39 percent — to 9.6 million rubles. The next to the last day of the year, December 30, turned out to be the most profitable for the capital's retailers, when buyers purchased clothes worth record breaking 1.9 billion rubles. This is more than during mid-November sale.

The Moscow Analytical Center noted that demand for cosmetics and perfumes also doubled the monthly average. Residents of the capital purchased goods of this category in the amount of more than 5.2 billion rubles just before the New Year. Thus, the increase showed almost 83 percent.