From January to February 2026, there were 970,000 transactions recorded for the purchase of various protective items and talismans, which is 120 percent higher than the same figure for the previous year.
The total amount spent by Russians reached 312 million rubles, which is 20 percent more than last year. This indicates that buyers are increasingly favoring more affordable talismans.
Sales of keychain talismans have increased the most, by 237 percent, followed by products related to zodiac signs, which grew by 213 percent.
According to the research, the majority of buyers (66 percent) are women, primarily aged 35 to 45. They order not only talismans but also various jewelry, accessories, incense, as well as mugwort for smudging and aspen stakes.
It was also previously reported that there was a 50 percent increase in demand for aspen stakes and protective charms in Russia.
