Analysts have found out what Russians are ready to overpay because of nostalgia
Almost three-quarters of Russians miss things from childhood, and 80% are willing to pay more for them than they used to cost, according to a survey by CDEK.Shopping. More often than others overpay ready millennials
72% of Russians surveyed by CDEK.Shopping miss things from their childhood. Most of them (80%) are willing to pay more for such items than they used to cost.
Millennials are especially willing to accept such purchases: 73% of representatives of this age group are ready to overpay for things from the past. They were also the most generous: 24% of millennials are ready to pay for the desired thing from 50 thousand to 100 thousand rubles.
Boomers traditionally include those born in 1944-1963, Generation X - in 1965-1980. Millennials (Generation Y) are those born in 1981-1996, and the years of birth of Zumers (Generation Z) are called 1997-2012.
Most Russians are ready to spend on a nostalgic purchase up to 30 thousand rubles. Of these, 26% would be limited to the amount of up to 5 thousand rubles, 21% - from 5 thousand to 10 thousand rubles, 27% - from 10 thousand to 30 thousand rubles. Another 26% consider purchases more than 30 thousand rubles, and about 12% are ready to spend more than 50 thousand rubles.
More than a third of respondents (36%) admitted that they lost their collections from childhood and still regret it. More than half of Russians (63%) would like to find them again, and 23% have already made attempts to search. Respondents cited pleasant memories (83%) as the main reason for their interest, another 44% want to show them to their own children, and 37% just want to restore an old collection.
The most popular subjects of nostalgia were books and magazines (16%), game consoles and games (15%), as well as sweets and other products from childhood (15%). Each generation has its own symbols of the past. Zoomers most often miss video game consoles (24%), millennials also miss video games (38%), Gen Xers miss books and magazines (23%), and boomers miss print (19%) and sweets (14%).
A separate place in the memories of Russians is occupied by collectibles. The most popular collectibles were figurines from Kinder surprises (37%), gum wrappers (31%), stickers and stickers (25%), as well as cards with characters of films and cartoons (25%). Millennials especially actively collected such items: 60% collected figurines from Kinder-surprises, and 55% – wrappers from gum. Older generations had other hobbies: 42% of Gen X collect coins, while 27% of Boomers collect stamps and one in five collect coins.
More than half of respondents (53%) at least once faced with a situation where they could not find the desired thing. Most often, Russians are hampered by the lack of goods on sale in Russia (33%), too high cost (26%) and ignorance of where to look for the desired item (23%).
To search for products with an emotional past, Russians most often choose marketplaces (50%), ad sites (41%) and vintage stores (37%). Another way to find things with history is to turn to a personal buyer on the service for delivery from abroad. According to CDEK.Shopping, about 60% of users would like to delegate the search for products that are no longer on other platforms to an expert, and another half (52%) are ready to use the feature to verify the originality of the purchase.
The search for goods that have disappeared from sale among Generation X (70%) is especially in demand, while buzzers are more attracted by the opportunity to order products that are not available on the Russian market (60%).
In the survey CDEK.Shopping took part customers of the service: 1500 men (47%) and women (53%) from 18 to 55 years across Russia.
Earlier, the Center for the Study of Consumer Behavior of Roskoshestvo and Finance Mail published the results of their survey, according to which 31% of Russians said that an income from 150 thousand to 300 thousand rubles a month would make them happy. At the same time, high salary was far from the main factor of happiness: most respondents chose health (24%), family and loved ones (23%) and confidence in the future (18%). Another 12% named travel and new experiences, and 10% – the opportunity to do what they love and self-realization.
