Russia's "Men's Day" e-commerce promotion, sales of men's products increased by an average of 2 times

The origin of Russia's "Men's Day"

"Men's Day" is derived from Russia's Defender of the Fatherland Day. In early 1919, in order to commemorate the establishment of the Soviet Red Army, the Soviet Central Executive Committee decided to designate February 23 as a holiday.

In 1995 , the Russian State Duma named this holiday Defender of the Fatherland Day. Since 2002, every Defender of the Fatherland Day is a day off in Russia. On this day, Russia will hold grand ceremonies such as military parades.

As time went by, Defender of the Fatherland Day gradually acquired another meaning. Russians regarded this day as "Men's Day" and gave gifts to the men around them on this day.

Shaving foam sales increased by 252%, and men's products are hot sellers

In order to welcome the arrival of the festival, Russians began to prepare gifts before February 23 , and various Russian e-commerce companies will also hold "Men's Day" promotions.

Russian e-commerce platform Wildberries said that before "Men's Day", sales of socks and shaving foam doubled, and sales of men's accessories, tools and gaming products also increased significantly.

Data shows that from February 1 to 18 , the platform's sales of men's products increased by 59% year-on-year compared with January. Among them, shaving foam sales increased by 252%, socks sales increased by 135% , and underwear sales increased by 61%.

In addition to the sales growth, the order amount is also increasing. According to data from OFD (Russian online receipt processor), in the e-commerce sales in the week before "Men's Day", the average order amount of socks was 494 rubles (about 43 yuan), 36% higher than in January and 20% higher than the same period last year.

OFD also said that most of the socks Russians buy online are colorful or printed , with a set of 8-10 pairs. In addition, the socks they buy are all made of cotton and are between sizes 25-29 (40-44 for men's shoes).

For men’s accessories , sales of wallets, ties and belts increased by 174%, 144% and 133% respectively. In addition, shirt sales increased by 54% as of February 23, but the reason for the insignificant growth is that shirt sales are also relatively good during normal times.

In terms of tools , sales of tool kits on the Wildberries platform increased by 125%, while sales of screwdrivers and drills increased by 101% and 62% respectively.

In terms of electronic products , Russian consumers generally choose relatively high-priced electronic products when choosing gifts for their husbands, fathers or sons. According to Wildberries data, on the eve of "Men's Day", sales of game consoles increased by 267%, and sales of tablets, music headphones, fitness bracelets and mobile phones also increased.

In addition, Russians also buy some cheap but interesting candy gifts , and the sales of such products have increased by 255%. Chocolates in the shape of cockroaches, wrenches and screws have become hot-selling products in this category.

Although this year's "Men's Day" has passed, sellers can learn about this unique Russian festival and make preparations for next year.

Russia

Men's Day