Nearly Half Of Russians Plan To Shop On Black Friday 2024

Posted by By Dan Taylor 2 Min Read

This year, 49% of Russians plan to participate in Black Friday shopping, according to a survey conducted by Yandex Advertising experts. Among them, 77% intend to spend an average of 20,000 rubles or more, aligning with spending trends from last year.

Top Shopping Categories

Clothing, footwear, and accessories remain the most popular categories during Black Friday. In 2023, one in two shoppers purchased items from these categories. Interest in these products typically rises from late October, peaking a week before Black Friday. Yandex reported that searches for these items in October 2024 were seven times higher than in September and 13% higher than October 2023.

Popular wardrobe items include women’s clothing, outerwear, dresses, sweaters, pants, T-shirts, tops, and suits.

Shopping Behaviors

  • Advance Planning: Over a third of shoppers for clothing, footwear, and accessories start selecting stores in advance. Four in ten browse assortments, while more than half track price changes.
  • Advertising Influence: A quarter of respondents learn about Black Friday sales from advertisements, and 20% from brand integrations in online maps.
  • Brand Loyalty: Love for a brand strongly influences decisions, with 25% of respondents willing to buy from their favorite brands regardless of discount size.

Study Details

The survey involved 1,481 internet users aged 18–64 from Russian cities with populations over 100,000. It provides insights into how online advertising and brand presence shape consumer behavior.

A related study by Avito Advertising showed that 57% of Russians rely on online ads to make purchasing decisions, underscoring the role of digital platforms in driving sales.

Source: Avito Advertising
Via: Yandex Press Release
Dan Taylor
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Dan Taylor is the founder and editor of International Search Insights (ISI), the publication behind ReadIsi, and a Partner and Head of Innovation (Search & AI) at SALT.agency. He has worked in search for more than a decade, in-house and agency-side, and is regarded as one of the West’s leading voices on search engines beyond Google, including Yandex, Baidu, Naver and Cốc Cốc. On ReadIsi, Dan covers the engines and AI answer platforms that English-language coverage tends to miss: Baidu and ERNIE, Yandex and Alice AI, Naver, Cốc Cốc, Shenma, Sogou, WeChat and Weibo search, plus DeepSeek and Alibaba’s Qwen. He also keeps dated records of documented changes, such as the Yandex, Baidu and Naver algorithm update histories and the DeepSeek, ERNIE and Qwen model update histories. His approach is to take learnings from global search engines and apply logic with a high evidence threshold. A claim needs a source, patterns seen in one market are treated as a hypothesis until they are checked in another, and where the evidence is thin he says so. For brands, that means advice built on what can be shown, with measurement that separates being cited from being chosen. Dan is credited with coining the term “edge SEO” and won the inaugural TechSEO Boost research competition in 2018 for his work on CDN and edge changes for SEO. In 2026 he was credited with coining “Infinite Tail” to describe how keyword research is changing with AI search. He is the author of AI Search Marketing For The Travel Sector, writes for Search Engine Journal, Search Engine Land and Travel Marketing Guy, and has advised technology, SaaS, travel and enterprise ecommerce brands, including Cloudflare, GitLab and Airbnb. He has given multiple talks and panels at the International Search Summit in Barcelona, and has also spoken at Optimization Moscow, brightonSEO, Google Search Central Live Deep Dive Asia in Bangkok, Athens SEO and the Asia SEO Virtual Summit 2026, where his talk looked at how Baidu, Naver, DeepSeek, Tencent, Cốc Cốc and Yandex built their own AI answers.
Founder & Editor