56% of Russians under 25 have decided to postpone buying new clothes until they wear out the old ones. This trend is also reflected in 51% of respondents aged 26-35, according to a study by the financial market Vyberu.ru.
According to the study, respondents most often reduce their spending on clothes and shoes (55%), cosmetics and personal hygiene products (44%), accessories and small electronics (39%), home decor and furnishings (32%), toys and collectibles (28%), sports accessories (25%), books and stationery (23%), as well as entertainment and leisure (21%).
In addition, 26% of respondents have stopped responding to standard seasons of discounts and promotions, 24% no longer accept banner ads on social media and push notifications, 19% have lost trust in intrusive promotions and mass emails, 17% ignore recommendations from bloggers and influencers, and 14% have stopped paying attention on bright packaging and well-arranged display cases.
At the same time, 32% of respondents indicated that they are inclined to purchase a product if it has unique functionality or technological advantage, while another 27% are more inclined if the brand actively interacts with its audience on social media. Twenty-one percent of respondents rely on positive reviews from friends and acquaintances, and 20% admit that the emotional value of the product, personal attachment to the brand or nostalgic signals actively used by brands last year and this year can motivate them to break their own boundaries and make a purchase.