Wedding service demand in the Nizhny Novgorod region has experienced a surge
In the heart of Russia, the Nizhny Novgorod region has seen a significant surge in wedding-related spending and online activity, according to a joint study by VTB and MegaFon.
The average check in jewelry stores in the region increased by 19% from 2024, reaching an average of 12,400 rubles. This trend was mirrored in flower shops, where the average check rose by 20% to 1437 rubles, and the number of transactions skyrocketed by 67%, with a total spend of nearly 297 million rubles from January to July 2025.
The beauty industry also experienced a boom, with a 76% increase in the number of transactions and an 86% increase in total spend. The average check in beauty salons rose by 6% to 1700 rubles.
The study revealed that residents of the region have shown a keen interest in wedding-related online resources, with an 80% increase in interest since January 2024. Future brides and grooms are particularly active at the beginning of the week, with Mondays and Tuesdays seeing the highest number of searches for useful wedding information.
The trend of increased interest and payments for wedding-related services was not limited to online activity. Traffic on relevant wedding websites has been consistently higher since January 2024 compared to the same period last year.
The study was conducted using anonymized data from VTB and MegaFon's clients, providing a comprehensive insight into the region's wedding spending habits. The data showed that the increase in interest and payments for wedding services and goods has been ongoing since January 2024.
The popularity of wedding photo shoots at local landmarks, such as the Nizhny Novgorod Kremlin, and the offering of event organization services by hotels like AZIMUT Hotel Nizhny Novgorod, further indicate a thriving wedding industry in the region.
Despite the lack of detailed or quantitative data on regional spending metrics or online activity trends in previous years, the study provides a clear picture of the surge in wedding-related activity in the Nizhny Novgorod region. The region's wedding industry continues to grow, offering a vibrant and picturesque setting for couples tying the knot.
In the same region, there seems to be a growing interest in home-and-garden improvements, reflected by the 19% increase in the average check at jewelry stores and the 20% rise at flower shops. This lifestyle trend is evidenced by the surging online activity on home-and-garden platforms, mirroring the escalating interest seen in wedding-related resources.
