"585*GOLDEN": how much do men and women spend on gifts to each other

How much men and women spend on gifts to each other, what they buy and who is more generous – found out in the analytical center of the network "585 * GOLDEN".
To do this, it compared customer purchases made in 1,000 stores across the country on the eve of the last gender holidays.
The first difference lies in how representatives of different sexes prepare for the holidays. Women start choosing gifts in 7-10 days (they study offers and compare prices), and they usually make a purchase in 5-7 days. Men can postpone both the choice and the purchase until the very last minutes before the event.
If in general women purchase jewelry and accessories more often and more actively than men (just not in monetary terms), then the pre–holidays are the time when men become more active. 
On the eve of March 8, they overtook women in the number of purchases by 2 times.
The average check for the country on the eve of March 8 was 5% higher than the check on the eve of February 23. At the same time, women spend more on shopping for themselves than on gifts for men.
So, the "female" average check before February 23 amounted to 8,295 rubles in the whole country.
And already on March 8 it was almost 1,000 rubles higher – 9,235 rubles. Men spent approximately the same budget on purchases both by February 23 (9,998 rubles) and by March 8 (10,011 rubles).
The largest gap between the spending of men and women on gifts was recorded in Perm. Here, the average check of men by March 8 was 37% higher than the average check of women before February 23. In St. Petersburg, this difference was 35%, in Yekaterinburg and Novosibirsk - 25%.
And Sochi residents spent practically equal amounts on gifts to each other: women for gifts to men – 10,467 rubles, men for women – 10,888 rubles.
Gold rings with diamonds, wedding rings, gold chains and bracelets, watches became popular goods for the two holidays.
By March 8 bracelets with red threads were also included in the top purchases, as an inexpensive and symbolic gift (with a silver pendant-a heart, an infinity sign or a name).
And by February 23 practical women also purchased gift certificates.
The most generous were men from Moscow (the average check before March 8 was 12,744 rubles) and shoppers from Surgut (the average check on the eve of February 23 was 10,916 rubles). The lowest average check in the country was recorded for women in Perm (6,538 rubles), for men - in Ufa (8,525 rubles).
The most active shoppers were from Voronezh (the share of women's purchases on the eve of February 23 was 81%), Petropavlovsk-Kamchatsky (80%) and Moscow (79%). Men came shopping more often in Krasnodar (48%), Novosibirsk (47%) and St. Petersburg (46%).
But the rating of the most expensive purchases was headed, oddly enough, not by men, but by women. The top 5 of their purchases on February 23 included men's gold chains and bracelets from 148,000 to 258,000 rubles.
But the list of the most expensive men's purchases on the eve of March 8 was more diverse: a white gold engagement ring with diamonds (185 000 rubles), diamond earrings (106 000 to 120 000 rubles), a gold chain (120 000 rubles).

Alex Shishlo for Rough&Polished