The Rise of Tech & Active Lifestyle Gifts: What Ozon’s Sales Surge Reveals About Men’s Interests
Moscow, February 21, 2026 – A significant surge in sales on the Ozon marketplace is offering a fascinating glimpse into the evolving preferences of gift-givers for men in Russia. Data released today reveals an 84-fold increase in sales of sports watches compared to February 2025, signaling a strong trend towards tech-integrated and health-conscious presents.
Beyond the Traditional: A Shift in Gifting Habits
For years, the traditional gifts for Defender of the Fatherland Day have included practical items and classic accessories. However, the latest figures from Ozon demonstrate a clear shift. While fragrances saw a nearly four-fold increase in sales, it’s the tech-driven categories that are experiencing explosive growth. Accessories for smart homes are up 14 times, and smart rings are seeing a seven-fold increase. This suggests a growing desire for convenience, connectivity, and innovative gadgets.
Gaming and Computing Remain Strong Contenders
The demand for entertainment and productivity tools remains robust. Computer components and accessories are being purchased 4.3 times more frequently than last year, while digital Xbox games have seen an eight-fold increase. Smart glasses are likewise gaining traction, with sales tripling. This indicates that gaming and computing continue to be popular leisure activities and essential tools for many men.
The Outdoors Beckons: A Renewed Focus on Active Lifestyles
Alongside the tech boom, there’s a noticeable resurgence in interest in outdoor activities. Sports goods sales have increased by 2.4 times. More specifically, equipment for baseball (up 5 times), floorball (up 3.7 times), fencing and kendo (up 3.3 times), and rock climbing/mountaineering (up 2.5 times) are all experiencing significant growth. Even traditional pursuits like fishing are seeing a boost, with a four-fold increase in demand for hunting and fishing apparel and footwear, and a doubling of sales for rods and tackle.
What Drives These Trends?
Several factors likely contribute to these shifts. Increased disposable income, greater awareness of health and wellness, and the growing influence of technology are all playing a role. The convenience of online marketplaces like Ozon also makes it easier for consumers to discover and purchase a wider range of products.
Did you recognize? The surge in sports watch sales could be linked to the increasing popularity of fitness trackers and smartwatches, which offer features beyond basic timekeeping, such as heart rate monitoring, GPS tracking, and smartphone notifications.
Looking Ahead: Potential Future Trends
These trends suggest several potential developments in the gifting market. You can anticipate continued growth in the demand for wearable technology, smart home devices, and outdoor adventure gear. Personalized gifts, tailored to individual interests and hobbies, are also likely to become more popular. The emphasis on experiences – such as adventure tours or gaming events – may increase as consumers prioritize creating lasting memories.
Pro Tip: When choosing a gift, consider the recipient’s lifestyle and interests. A tech-savvy individual might appreciate a smart home device, while an outdoor enthusiast would likely prefer high-quality sporting equipment.
FAQ
Q: What was the biggest increase in sales on Ozon?
A: Sports watches saw the largest increase, with sales up 84 times year-on-year.
Q: Are traditional gifts still popular?
A: While traditional gifts like fragrances are still being purchased, the fastest growth is occurring in tech and active lifestyle categories.
Q: What does this data inform us about men’s interests?
A: It suggests a growing interest in technology, health and wellness, and outdoor activities.
What are your thoughts on these gifting trends? Share your opinions in the comments below!
