Kyrgyz people are willing to spend an average of 2,500 KGS on a gift for a child

Ahead of International Children’s Day, residents of Kyrgyzstan plan to spend an average of 2,500 KGS on a gift for their child. At the same time, one in three parents is willing to spend more than 4,000 KGS per child. These figures were released by the RWB Research Center based on the results of a survey of Wildberries shoppers in Kyrgyzstan.

The study showed that Children’s Day remains one of the most recognizable family holidays in the country. 98% of respondents are aware of it, and 92% view June 1 specifically as a holiday. Most often, Kyrgyz people associate this date with children’s laughter, games, and entertainment (54%), gifts and surprises for children (49%), as well as family vacations and the start of summer (41% each).

This year, 65% of respondents plan to celebrate Children’s Day. The most popular way to celebrate is attending entertainment events with children—55% of survey participants chose this option. Another third of shoppers intend to spend the day outdoors with their families.

Among the most popular gifts for children, toys—dolls, stuffed animals, and building sets—lead the way, chosen by 41% of parents. Experiences and entertainment came in second (37%), followed by board games and educational games (35%).

When choosing gifts, Kyrgyz people are increasingly paying attention not only to cost but also to product quality. For 47% of respondents, the safety of materials and the price-quality ratio are important. Another 45% of those surveyed consider the educational value of the gift.

Children’s Day is becoming an occasion for giving gifts not only to one’s own children. One in five survey participants plans to give gifts to nephews, godchildren, friends’ children, or younger relatives. Kyrgyz people are willing to spend an average of 1,500 KGS on gifts for children they know, though a third of shoppers are also considering a budget of over 4,000 KGS.

The survey also noted the growing role of online shopping in holiday preparations. Marketplaces have become the most popular place to buy children’s gifts—56% of respondents chose them. By comparison, 52% of shoppers prefer traditional stores and shopping malls, while 28% prefer the online stores of specific brands.

Residents of Kyrgyzstan cite the convenience of apps and websites (46%), competitive prices (46%), and convenient delivery options (43%) as the main advantages of marketplaces.

Among online platforms, Wildberries emerged as the clear leader—it was chosen by 95% of marketplace users who participated in the survey.

Analysts also note generational differences. Shoppers aged 18 to 34 are more likely to choose toys and are more active users of new online platforms. In turn, the 35- to 54-year-old demographic remains more conservative and prefers established services, among which Wildberries retains its leading position.