In the run-up to the New Year, there is a trend in Kyrgyzstan towards switching to online shopping formats. According to a study conducted by Ozon in November 2025, 20% of the country's citizens prefer to buy gifts and holiday purchases exclusively online. The survey covered more than 600 respondents. Among those surveyed, 27% started their New Year shopping a week before the holiday, while 24% did so a few days prior. Only a small portion—about 8%—plans their purchases in advance, one to two months ahead. Women are more likely to postpone their shopping until the last minute, while men prefer to place orders online.
Photo from the internet In remote regions of the country, online shopping is becoming particularly popular due to limited choices in stores: nearly half of the respondents from the regions noted that the internet helps them cope with the shortage of goods. In Bishkek, the main advantages are considered to be time savings and convenience of delivery. The study also showed that in Kyrgyzstan, gifts are most often received by children and during major holidays. Almost a third of respondents stated that they do not exchange gifts at the workplace, and the tradition of "Secret Santa" remains rare.
When choosing gifts, most Kyrgyzstani people pay attention to the quality and composition of the products, followed by their cost. More than 40% of respondents compare prices before making a purchase, and about a quarter expect sales or free delivery. At the same time, budgets for New Year gifts remain quite modest: the amount allocated for purchases most often ranges from 800 to 3,000 soms. The authors of the study emphasize that online shopping helps reduce the level of pre-New Year stress, simplifies the selection process, and leaves more time for family traditions and celebrations.
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