What are the residents of Kazakhstan purchasing on Wildberries in anticipation of the New Year? The top-selling items include home accessories, cosmetics and perfumes, festive decor items, as well as electronics, according to a report from the Kapital.kz business information center citing the company's press service.
According to Wildberries' analytical service, sales increased by 27.5% from November 15 to December 15, 2024, compared to last year. Among the most sought-after product categories on the platform have traditionally been: clothing, with a monetary growth of 42% year-on-year, cosmetics and perfumes (+36%), lingerie (+38%), food products (+31%), home decor (+30%), holiday items and toys (+16%). In terms of electronics and gadgets, there has been a noticeable increase in demand for laptops and computers (+85%), photo and video equipment (+45%), household appliances (+18%), and smartphones (+3%).
In preparation for the New Year, Kazakhstanis traditionally buy gifts for their loved ones. A top seller has been underwater cameras, favored by those who enjoy winter fishing, with demand soaring by 471% year-on-year. Other popular purchases include:
● Collectible books +234%
● Fondue pots +186%
● Yogurt makers +178%
● Calligraphy sets +137%
● 3D printers +130%
● Air grills +119%
● Exercise machines +87%
● Multi-stylers +86%
● Multicookers +13%
For the youngest ones, buyers chose as gifts for under the tree:
● Craft kits +66%* year-on-year
● Assemble-it-yourself 3D models of houses and vehicles +50%
● Night light toys +43%
● Board games +38%
● Race tracks +35%
● LEGO sets +25%
● Toy cars +20%
● Toy dishes +19%
● Trains and locomotives +16%
● Robots +10%
To create a festive atmosphere, residents of Kazakhstan ordered interior decorations and holiday accessories from Wildberries:
● Carnival masks +183%* year-on-year
● Party kits +101%
● Gift boxes +60%
● 2025 calendars +45%
● Candles +44%
● Tinsel +39%
● Outdoor garlands +36%
● Christmas ornaments +35%
● Bells +30%
● New Year cards +27%
*According to analytics, from November 15 to December 15, 2024, in monetary terms, compared to the same period last year.
For creating looks for New Year's parties, women in the country most frequently purchased: perfumes, with sales up by 52% year-on-year, false eyelashes (+122%) and skincare cosmetic sets (+63), dresses (+16%) and shoes (+57%), as well as jewelry sets (+340%), chains (+193%) and brooches (+46%).
Most orders for the New Year on the platform come from residents of Almaty, Karaganda, Kostanay, and Astana, as well as from the North Kazakhstan and East Kazakhstan regions.