Uzbekistan Parents Spend 300,000 Soums on Children’s Gifts

Tashkent, Uzbekistan (UzDaily.com) — Parents in Uzbekistan spend an average of 300,000 soums on gifts for their children to mark Children’s Day, according to a study by the RWB Research Center and the Wildberries marketplace.

The survey found that 99% of respondents in the country are aware of the June 1 holiday, while 93% consider it a full-fledged celebration. Some 66% plan to mark the occasion, with 60% choosing to attend children’s events and 34% preferring to spend the day at home with family.

Gift preferences and spending

When buying gifts for other children, residents of Uzbekistan most often choose toys, including dolls, soft toys and construction sets (36%), creative and hobby-related goods (31%), and board or educational games (29%).

The average budget for a gift for a child of friends or relatives is 200,000 soums. Around 49% of respondents stay within 200,000 soums, 29% spend between 200,001 and 500,000 soums, while 21% are willing to spend more.

Presents for their own children

Among parents, 66% plan to give gifts to their own children on Children’s Day. Key selection criteria include value for money (54%), educational value (52%), as well as brightness and entertainment appeal (45%) and durability (45%).

The most popular gift categories include clothing, outfits and footwear (35%), creative and hobby products (34%), and books (33%). Meanwhile, 29% of parents are ready to spend more than 500,000 soums.

Shopping channels and digital platforms

Marketplaces remain the main purchasing channel, used by 60% of buyers. Offline stores and shopping malls account for 37%, while brand online stores make up 33%.

Among marketplaces, Wildberries leads with 95% of users choosing the platform. Key reasons for its popularity include a wide selection of children’s products (57%), discounts and promotions (56%), and convenient delivery options (51%).

Socio-demographic trends

Respondents with children are more aware of the holiday and more likely to celebrate it (68%). Young people aged 18–34 are more likely to give gifts to their own children (78%). Men more often choose gadgets and electronics (31%), while women prefer board games (40%) and creative hobby products (40%).

Wildberries noted that preparations for Children’s Day in Uzbekistan are increasingly taking place online, allowing families to choose gifts in advance and spend more time together.