Published
02/10/2026, 15:34On Valentine's Day, residents of Kyrgyzstan buy cosmetics, jewellery and sweets en masse. An analysis of Wildberries' sales over the past year showed which gifts were the most popular in the country on 14 February.
The Wildberries marketplace analysed sales in Kyrgyzstan and compiled a rating of the most popular gifts for Valentine's Day. The leaders are beauty products, jewellery and accessories, sweets and everything that helps to create a romantic atmosphere at home.
The most noticeable growth in turnover was seen in jewellery, smartphones and gadgets, beauty products, clothing and household appliances. At the same time, buyers are increasingly turning away from single gifts and putting together whole sets, complementing jewellery with sweets, textiles and interior decorations.
The beauty category became the absolute leader. Sales in this category grew by 165%, and the number of purchases by 143%. Creams (+187%), perfumes (+229%), cosmetic masks (+291%), decorative cosmetics (+295%) and care sets, which grew by 377%, were particularly popular.
Symbolic and affordable gifts also remain on trend. Sales of jewellery increased by 182% in monetary terms. Earrings, bracelets, pendants and necklaces were the most popular items, while jewellery sets showed record growth of 440%.
Among accessories, there was a noticeable increase in demand for sunglasses (+239%), watches (+216%) and bags (+140%). To create a festive mood, Kyrgyzstanis are actively buying decorations: home fragrances, candles, figurines and photo frames. The latter item has been ordered almost four times more often.
Sweet gifts have not been overlooked either. Food sales have grown by 127%, with sweets, tea, chocolate and biscuits proving the most popular.
More and more residents of the country are choosing practical gifts that can be used every day. Sales of household appliances increased by 161%, with demand for electric shavers, hair clippers, styling tongs and bathroom scales growing particularly strongly. In electronics, smart watches, smartphones and tablets were the most frequently ordered items.
Wildberries analytics show that in Kyrgyzstan, Valentine's Day is increasingly celebrated not only with romance, but also with useful gifts that will remain with the recipient for a long time.
