“Snake necklace around the neck”: how the symbol of the New Year 2025 is bought in Russia

What “snakes” do Russians prefer?

According to data from one of Wildberries’ analytical systems, examined by RB.RU, over the past two weeks, revenue from the sale of products under the “snake” application increased by 40.7%, up to 278 million rubles, and “snake ring.” – by 72%, up to 34.6 million rubles. In addition, the income of sellers whose products were found under the query “snake toy” increased by 32%, and by 30%, to 37.9 million rubles, for “snake toy.” Revenue from sales of products under the order “T-shirt with a snake” doubled to 139 million rubles.

Ozon recorded an increase in the frequency of requests “snake symbol of the year 2025”, “snake”, “snake brooch” – by 1.5 times, “snake bracelet”, “snake earrings” and “necklace snake on the neck” – more more than twice. Snake-shaped Christmas tree decorations were searched for three times as often. In December, the number of searches for the phrase “glass with a snake” increased by 20 times, and “ball for the snake tree” – by almost 30 times compared to November.

Wildberries RB.RU talked about the most popular “snake products”. According to market analysts, popular items included tea, chocolates, towel sets and t-shirts with snakes. Also among the leaders are New Year’s stickers with snakes on the walls, stuffed animals and calendars.

Memories of “snake”

Before the New Year holidays (from November 1 to December 25), Russians bought almost 250 thousand “snake” souvenirs in the Wildberries and Ozon markets, according to data from the Moneyplace analysis service (part of the Kontur ecosystem) , which RB.RU reviewed.

Wildberries sales amounted to 124.1 thousand pieces worth 63.6 million rubles with an average bill of 503 rubles, and 117.2 thousand snake souvenirs were sold in Ozon for 49.1 million rubles. The average bill reached between 400 and 500 rubles. As the holiday approached, souvenirs with snakes began to become cheaper and the average bill dropped from 600 to 418 rubles. Peak sales occurred from December 10 to 25; During this time, souvenirs worth 25.4 million rubles were sold in Ozon and 30.6 million rubles in Wildberries.

“In two weeks of December, 50% of the bimonthly turnover in souvenirs was sold. During the day of December 22, souvenirs with the symbol of the coming year worth 2.5 million rubles were sold in Wildberries alone,” Moneyplace said.

According to Moneyplace analyst Anastasia Romanova, Russians most often bought refrigerator magnets with images of snakes in the markets: more than 5 million rubles were sold in two months. Buyers gave preference to small elegant figures made of metal or ceramics; In the first case, the magnet more accurately reproduces a live snake and is decorated with rhinestones.

A coin with the image of a snake has become popular: it is believed that it will bring wealth and good luck; Souvenirs of this type worth 3 million rubles were purchased. There is also demand for handmade snake-shaped soap, individually and in the form of sets. Themed sets of towels and kitchen textiles are also popular.

“Market buyers are also interested in piggy banks in the shape of snakes: they were sold for 6 million rubles in two months,” the expert noted.

live snakes

Before the New Year, the demand for live snakes increases. The company Exolife, which sells reptiles, estimated the increase in demand before the holidays at 50%. The most popular are corn snakes, which are easy to care for and are non-toxic. The cost of the corridor starts from 6 thousand rubles. But there are also more exotic snakes for sale; Prices per copy range between 20,000 rubles and demand for them has also increased.

“Now we have a line, also for snakes,” one of the sellers told RB.RU.

Not all those who breed and sell snakes are willing to part with their pets if they are given as gifts. Avito seller Pavel confirmed to RB.RU that before the New Year there is a demand for corn snakes or royal pythons. But the seller claims that a live snake is not a gift.

“This is not something that can just happen. The snake requires certain equipment. Those who buy now understand what they are buying and why. Well, if a person simply wants to buy it without understanding anything, we will not sell it to them,” Pavel assured.

Pavel noted that many of the recipients of the snakes will have to return to Avito to find new owners for them. At the same time, on the eve of the holiday, Avito noticed an increase in demand not for live snakes, but for children’s snake costumes, which immediately doubled.