Autumn is traditionally considered one of the most active periods for online trading, and 2025 was no exception. On the largest Russian marketplaces such as Wildberries, Ozon and Yandex Market, demand has increased significantly in a number of key categories. This opens up the opportunity for sellers to choose the right assortment and use seasonal growth to increase sales.
According to analysts, back in September, after the end of the holidays, there was a sharp interest in goods for the cold season. Customers are actively purchasing insulated clothing, shoes, and household appliances for heating and maintaining comfort at home. In the northern regions, growth begins earlier — at the end of August, in the southern regions — closer to October. In general, the season is characterized by several waves: preparation for the cold, home improvement and early shopping for the New Year holidays.
Heaters and warm textiles have become the most sought-after products. In September–November last year, demand for heaters increased by an average of 30%, and in cold regions it more than doubled. There was a surge in sales of duvets and electric blankets on Yandex Market and Wildberries. Interest in snow removal equipment has also been growing since autumn: sales of electric shovels and high-power models more than doubled in November 2024.
Clothing accounts for a significant share of autumn orders. Down jackets are bought almost twice as often as in summer, and the demand for boots and boots is increasing by 50-60%. The difference by region is noticeable: if in the northern regions buyers prepare for the cold weather in advance, then in the south the peak of sales falls in the middle of autumn. A similar trend is observed in the footwear category — the dynamics depends on weather conditions and shifts depending on temperature.
By October, the phase of early New Year's demand begins: consumers purchase garlands, Christmas decorations, toys and gifts. Last season, sales in this category increased by more than 50%. Winter sports goods such as sleds, tubing and snowshoes were also in the top. Sales in these segments are growing until the end of November, preparing the market for the December peaks.
The categories of electronics and accessories occupy a separate place. Last season, sales of headphones and audio equipment doubled, while interest in smartphones and smart watches increased by a third. Accessories like external batteries and chargers remain popular, especially during seasonal sales. Other autumn leaders include winter tires and vitamins, the demand for which is steadily increasing in autumn.
To understand the prospects of products and choose the right niche, sellers are increasingly using specialized services: MPStats, Moneyplace, SellerFox, "Wordstat Yandex" and Google Trends. These tools help you evaluate the seasonality of demand, identify trends, track competition, and build a sales strategy.
Thus, the autumn of 2025 on marketplaces is a time when demand for warm clothes, household appliances, winter entertainment products and Christmas decorations is growing at the same time. For sellers, this is a window of opportunity that allows them to scale their business, expand into new segments, and increase revenue through smart product selection and analytics.
