Published
06/02/2025, 15:02On the eve of Children's Day, shoppers in Kyrgyzstan were actively preparing for the holiday - and were especially careful in choosing gifts. According to the survey conducted by the WFB Center among more than 1.2 thousand Wildberries customers, the most popular gifts were toys (36%), clothes and shoes (24%), as well as sets for creativity - for example, for drawing and modeling (24%).
At the same time, gender differences are noticeable: girls are more likely to be given cosmetics and perfumes (16%), and boys - gadgets (20%) and sporting goods (17%). Toys remain a priority for kids under three years of age - this option was mentioned by 60% of parents.
Most parents planned moderate spending. Thus, 73% of respondents were going to spend up to 3 thousand soms on a gift, and when congratulating children of relatives and acquaintances - up to 2 thousand soms (71%). It is interesting that expenses practically do not depend on the age and gender of the child.
Purchases are mainly made online: 77% of respondents chose Wildberries as the main platform, and another 33% additionally visited offline stores. Overall, 39% of users are more likely to order online, 37% combine online and offline, and only 24% rely entirely on traditional shopping.
Among the main criteria for choosing a gift are value for money (51%), safety of materials (46%) and educational value (42%). At the same time, 52% of Kyrgyz did not plan to increase spending on children's goods on the occasion of the holiday. Increased spending is most often observed in families with children.
“Holidays related to children are one of the drivers of sales in e-commerce. We see how families in Kyrgyzstan are increasingly planning online purchases for important dates. We are especially pleased that attention to the quality and usefulness of children's goods is growing. This means that customers approach their choice consciously and with care,” commented Ksenia Shkolnikova, Country Director of Wildberries in Kyrgyzstan.
