Russians buy fewer clothes but pay more

Clothing and footwear purchases in Russia dropped 10% from January through May 2026 compared with the same period in 2025, the Russian business daily Kommersant reported, citing Kloto Consulting and TrendVision. In some segments, the decline reached 15%. The downturn deepened further: purchases fell another 4% in the second quarter of 2026 versus the first quarter.

In nominal terms, however, the market kept growing, up 5–7% in the first quarter, driven by price increases. The average receipt rose 7% year-on-year in the first half to 3,100 rubles, according to retail analytics service Check Index. In the premium segment, prices climbed 10–20% in the first quarter.

Brands are raising prices to offset falling demand and higher production costs, said Kloto. Producing clothing cost 12% more on average in the first six months of 2026 than a year earlier, mainly due to higher labor, materials, and sanctions-driven logistics costs.

Rising prices have pushed 34% of consumers toward cheaper clothing lines, but the bigger shift is fewer purchases overall. Shoppers increasingly wait for discounts, buy at outlets, or order from abroad. Secondhand purchases rose 9% in the first half of the year.