More than half of respondents use loyalty programs when shopping for holiday gifts
Media company Rambler&Co and loyalty program SberSpasibo surveyed more than 54 thousand Russians and studied the largest one-time spending on Spasibo bonuses in 2025. The study shows that many customers save them for expensive purchases – the minimum amount of debt forgiveness in the top 100 payments exceeds 260 thousand bonuses. At the same time, almost every second buyer (46%) optimizes spending through the simultaneous use of retail and bank loyalty programs, another 7% use only retail programs, and 5% use only banking programs.
Leading among the debt write-offs was the purchase of a Chery Tiggo 4 Pro car on Megamarket, with a bonus of 1.9 million. Thank. Medical services are also in the top 10. 1.48 million and 1.27 million in bonuses were spent on comprehensive examination bonus packages from SberHealth, respectively. Huge losses occurred on the purchase of household appliances and electronics from one of the partners, for which the customer used 1.4 million and 951 thousand bonuses. In one of the orders in Cooper, 1.26 million bonuses were cleared for the purchase of equipment, including televisions, stereo systems, computers and smart watches, and in another order, 1.13 million bonuses were cleared for payments for smartphones. Top also includes orders with goods from fashionable clothing brands, where up to 1 million bonuses are cleared on partner payments at once.
According to research, every third user (33%) chooses a store to buy New Year's gifts based on price, availability of promotions and the possibility of paying with bonuses. When the cost of a gift exceeds the expected budget, the majority of buyers (63%) will prefer to find a more affordable alternative.
This year, Russians expect to receive money or a surprise gift – 28% of survey participants chose these options. Another 13% want the opportunity to gain new experiences, such as tickets to cultural events or masterclasses, and a similar number would prefer merchandise based on interests and creativity. Another 7% noted gift cards or certificates.
Olga Ivanova, Marketing Director of the SberSpasibo loyalty program: “We are increasing the number of program partners so that participation remains simple and convenient, and bonuses help users make profitable purchases in the period before the New Year. Therefore, to accumulate or remove Thank You rewards on Megamarket, you just need to log in with your Sber ID and be a member of the SberThanks loyalty program. Payment can be made with any bank card or other available method from the partner side. The accumulated amount may increase due to seller's promotional campaigns.
The study is based on two data sets. From December 4 to December 11, 2025, media group Rambler&Co conducted an online survey on shopping plans for the new year, in which more than 54 thousand respondents participated. In addition, SberSpasibo analysts studied more than 100 individual transactions between loyalty program participants and determined the largest cleared Spasibo bonuses (excluding the ruble portion) between January 1 and December 10, 2025.
