From January to February 2026, residents of Russia made 970 thousand purchases, including various esoteric talismans and protective items. This figure is 120 percent higher than the same period in 2025.
During this same time frame, Russians spent 312 million rubles, which is 20 percent more compared to last year. This indicates that buyers have begun to choose more affordable talismans.
The largest growth, amounting to 237 percent, is observed in the segment of keychain talismans, while sales of zodiac-related products increased by 213 percent.
Research shows that the majority of purchases are made by women (66 percent), primarily aged 35 to 45. They buy not only talismans but also jewelry, accessories, incense, 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 amulets in Russia.
