Winter spending Analysis 2025-2026: Russians choose health, family leisure and digital subscriptions

The YUKASSA service summed up the results of consumer activity in the period from December 2025 to February 2026. Experts analyzed the dynamics of Russians' expenses and identified the key trends of the season. The total turnover of retail and service platforms remained at the level of last winter, but the number of transactions increased significantly - an increase of 6%. This suggests that customers are making purchases more often, even if the total amount of expenses has not changed dramatically.

Conscious body care: medicine, dietary supplements, and massage take the lead

The most striking trend of the winter season was the change in consumer health optics. If earlier expenses in this category were often forced (treatment of colds), now we are talking about a systemic investment in oneself.

Analysts have recorded multiple increases in several related areas:

• Medical services. The turnover of clinics and diagnostic centers increased by 32%, while the number of payments increased by 7%. Russians are more actively undergoing preventive examinations and turning to specialized specialists.
• Medicines and dietary supplements. Retail sales of pharmaceutical products increased by 31% in monetary terms (+9% in terms of the number of purchases). At the same time, the segment of dietary supplements and sports nutrition showed explosive growth: turnover soared 2.5 times, and the number of transactions increased by 92%.
• Massage and recovery. Physical care has become a regular practice: the turnover of massage parlors has increased by 77%, and the number of payments has increased by 36%.

The totality of these data allows us to talk about the formation of a stable behavior model, where prevention and maintenance of tone become a priority above situational treatment.

Family budget: children, hobbies and "quiet" leisure

In the structure of winter expenses, there is a noticeable shift in focus towards family and home comfort. Spending on children's products has significantly overtaken the adult segment:

• The turnover of children's clothing stores increased by 42% (the number of purchases +32%).
• For comparison, in the adult clothing segment, the increase was only 2% in terms of money and 17% in the number of transactions.

Winter evenings are traditionally conducive to home-based activities. The category of goods for needlework and sewing added 25% of turnover with a 23% increase in the number of purchases. The segment of collectible hobbies (philately, numismatics) was particularly pronounced: here the turnover almost doubled (+96%), which indicates an increase in interest in niche hobbies that require involvement.

The field of impressions: travel, circuses and exhibitions

The winter period is traditionally associated with vacation planning and active leisure. The tourism industry has shown a steady positive trend:

• Travel agencies: turnover +8%, number of bookings +17%.
• Hotels: simultaneous growth of 13% both in terms of money and the number of bookings.
• Travel accessories: +11% to turnover, +10% to the number of payments.

However, the largest surge in activity occurred in the family entertainment segment. Russians actively visited cultural and leisure facilities:

Circuses and amusement parks showed a 49% increase in turnover (the number of payments +43%).
• Exhibitions and tourist attractions added 48% in money while the number of visits increased by 31%.

Digital habits, pet care, and seasonal joys

The winter season has confirmed the entrenchment of the habit of online content consumption. The digital goods segment (streaming subscriptions, movie purchases, software) grew by 44% in terms of turnover and by 30% in terms of the number of transactions.

Pet owners were also not ignored: the pet supplies market added 17% in money and 14% in the number of purchases.

The seasonal surge is recorded in two categories related to aesthetics and celebration.:

1. Photo studios. The high demand for New Year's and themed winter shoots ensured a 45% increase in turnover (the number of payments +43%).
2. Flowers and related products. The category added 11% in turnover, although the number of purchases increased moderately — by 2%. This may indicate an increase in the average receipt or a shift in demand towards more expensive compositions.