Penza learned what emotions they most often go to the store

Almost 70% of Russians (68%) said that emotions are important for them when buying products. However, they do not expect bright experiences, but a feeling that everything works as it should. This is evidenced by the results of the survey company SBS, writes RBC Life.

The survey was conducted in September 2026 among 2,512 people from 14 to 98 years old. 40% of respondents want to go to the store at least not to spoil the mood. 19% expect positive emotions, and 8% expect a visit to greatly improve their mood. Another 28% consider going to the store a routine without emotion. Interestingly, among those who barely make ends meet, 46% called it a routine, and among the well-off – only 22%.

Seven out of ten Russians were able to name their favorite food chain. They are most likely to feel calm (54%) and trust (40%). Less often – interest (32%), distraction (17%), joy and expectation (15% each). Delight and surprise – only 5% and 4%, respectively.

The main drivers of positive emotions were the presence of the right goods on the shelf (73%), fresh products (57%) and cleanliness with order (47%). Polite staff is important for 37%, pleasant smells - for 28%, novelties - for 27%. But beautiful design, technology and interactive are much less pleasant.