WB spotted abnormal demand for sunscreens and glasses in October
Due to the abnormal weather in October, residents of Central Russia began buying sunscreens and glasses on the WB marketplace. October 2026 was the second warmest in Moscow in the history of meteorological observations
Abnormally warm and sunny October in Central Russia led to an increase in sales of products for protection from the sun, told RBC in the press service of Wildberries.
Thus, sales of SPF funds on the marketplace increased by 62% in monetary terms compared to October last year, and sunglasses - by 25%.
According to the platform, the total amount of sales among products for protection from the sun first place took sunscreen. The top three in this indicator also included baseball caps and sunglasses, but despite this, the growth in demand for hats was not recorded.
At the same time, as the marketplace notes, the demand for home protection from sunlight increased: sales of blinds increased by 21%, tents by 25%, interior curtains by 14%.
The average check for sunglasses increased by 55%, while for goods as a whole the increase was 7-12%. Wildberries suggested that this may be due to a shift in demand in the more expensive price segment.
The growth in sales of sun protection products exceeded the overall dynamics of purchases on the marketplace. According to VTB, which refers to the marketplace, in October the number of customer transactions increased by 7%. The peak of purchasing activity fell on October 9, 15 and 23: these days the number of orders was 10% higher than the usual October level. Over three days, VTB customers made more than 1.7 million purchases, and the average daily expenses were almost 14% higher than the average monthly.
Leading specialist of the weather center “Phobos” Mikhail Leus said that October 2026 was the second warmest in Moscow in the history of meteorological observations. According to him, the average air temperature last month was plus 9.2 degrees, which is above the climatic norm. The absolute record still remains in October 2020: before it was only 0.1 degrees. It rained for nine days instead of the usual 20, and in the second half of the month rainfall was noted only once.
At the same time, the press services of the Cooper and Samokat services found that residents of the capital with the onset of autumn more often ordered pastries, breakfasts and salads with mayonnaise dressing in food delivery services. In addition, pasta and pizza showed growth: in October, the number of orders in these categories increased by 31 and 13% year-on-year. "Demand for soups increased by 11%, which may indicate the demand for more hearty dishes in the autumn period," the Cooper said.
