The November shopping marathon has turned into a genuine study of generational preferences. According to YuMoney data, during the sales period, different age groups not only shop differently but also fill their carts with completely different items.
The young Zoomer generation (15-30 years old) is betting on digital technology. 71% of them purchase electronics and gadgets, and every second one invests in digital goods—subscriptions to streaming services, games, and apps. Notably, one in five representatives of this generation uses discounts to buy educational products.
Millennials (31-46 years old) demonstrate a practical approach. Their main purchases are clothing and shoes (72%), as well as electronics for everyday needs (62%). Nearly half of the surveyed in this age group buy home goods and renovation items, reflecting their focus on arranging their personal space.
The older generation (46-60 years old) remains loyal to fundamental purchases. 45% of their acquisitions are household appliances—refrigerators, washing machines, and other durable goods. At the same time, they more often choose traditional stores where they can evaluate products in person.
"Product preferences have become an accurate reflection of the life values of each generation," comments Irina Polyakova, Head of Corporate Client Support Service at YuMoney. "If young people are investing in their digital identity, then older people are betting on reliability and durability."
The research was conducted in October 2025 among 1,500 YuMoney users and clearly shows: the November sales have become a kind of mirror, reflecting not only the shopping habits but also the life priorities of different generations of Russians.
Source
As the research shows, generational preferences differ drastically, but there is a place where everyone will find exactly what matches their consumer habits and life priorities. From November 25th to 27th, the industry exhibitions IGHE and IEAE will be held at the Timiryazev Center, bringing together all product categories for different age groups.
Source
When: November 25-27, 2025
Venue: Moscow, Timiryazev Center
Free ticket via the link
We look forward to seeing you there!
The young Zoomer generation (15-30 years old) is betting on digital technology. 71% of them purchase electronics and gadgets, and every second one invests in digital goods—subscriptions to streaming services, games, and apps. Notably, one in five representatives of this generation uses discounts to buy educational products.
Millennials (31-46 years old) demonstrate a practical approach. Their main purchases are clothing and shoes (72%), as well as electronics for everyday needs (62%). Nearly half of the surveyed in this age group buy home goods and renovation items, reflecting their focus on arranging their personal space.
The older generation (46-60 years old) remains loyal to fundamental purchases. 45% of their acquisitions are household appliances—refrigerators, washing machines, and other durable goods. At the same time, they more often choose traditional stores where they can evaluate products in person.
"Product preferences have become an accurate reflection of the life values of each generation," comments Irina Polyakova, Head of Corporate Client Support Service at YuMoney. "If young people are investing in their digital identity, then older people are betting on reliability and durability."
The research was conducted in October 2025 among 1,500 YuMoney users and clearly shows: the November sales have become a kind of mirror, reflecting not only the shopping habits but also the life priorities of different generations of Russians.
Source
As the research shows, generational preferences differ drastically, but there is a place where everyone will find exactly what matches their consumer habits and life priorities. From November 25th to 27th, the industry exhibitions IGHE and IEAE will be held at the Timiryazev Center, bringing together all product categories for different age groups.
Source
When: November 25-27, 2025
Venue: Moscow, Timiryazev Center
Free ticket via the link
We look forward to seeing you there!