The Federal Bank has found out which regions residents go shopping the earliest.

      VTB and the technology company Platforma, in preparation for the Eastern Economic Forum 2026, have determined at what times local residents in different regions of Russia most frequently make purchases. The results showed that residents of the Far East head to stores earlier than anyone else, and in terms of evening activity duration, they are not even inferior to Moscow. Analysts studied anonymized POS transactions in 156 Russian cities with populations over 100,000 over a year—from July 2025 to July 2026—and identified the times when the highest number of transactions occur in each region. The analysis focused on weekends when daily routines are not tied to work schedules, making the differences in regional lifestyles more pronounced.

      Residents of the Far East go shopping the earliest, with peak activity on weekends occurring at 13:32 local time. They are followed by the Siberian (13:57) and Southern (14:11) federal districts, then the Volga (14:41), Ural (14:51), and North Caucasian (15:06) districts. The latest peak in shopping activity is recorded in the Central (15:24) and Northwestern districts, where it occurs at 15:40.

      The difference is explained not only by time zones: according to the study, Vladivostok and Moscow start their day almost simultaneously—at 07:25 and 07:26, respectively. However, the peak shopping time on weekends in Vladivostok is at 13:22, while in the capital, it is only at 16:11.

      There is no unified schedule even within the districts themselves. In the Far East, the time difference between regions can reach 1.5 hours: the Amur region, Primorye, and Buryatia head out for shopping the earliest (13:14–13:19), while Sakhalin and Kamchatka are the latest (14:05–14:41).

      Transaction analytics show that evening activity, including restaurants, cafes, bars, and clubs, lasts in the Far East until about 22:36 local time. In Vladivostok, this figure is even higher—around 22:52—while in Moscow, evening activity begins to decline as early as 22:30.

      Similar dynamics are shown in the data on calls to food establishments in the Far East. Analysts additionally studied the frequency of calls in the region to 216,000 unique numbers. The minimum occurs at 05:45, and the maximum at 22:30, with the difference between them reaching almost 40 times. An additional spike in call activity is noticeable around 16:00. Thus, despite an earlier daily rhythm, the demand for public catering and evening leisure in the Far East remains high until late evening.

      For businesses, such statistics can be a working tool, notes Spartak Solonin, head of the corporate digital business department and senior vice president of VTB: “Consumer behavior depends on many factors that allow entrepreneurs to plan advertising campaigns more accurately—choosing not only the right audience and territory but also the appropriate time to contact the customer. A programmatic approach can significantly increase campaign effectiveness: the budget is spent more rationally, and the share of non-targeted impressions decreases.”

      “The difference between districts and cities means that a single federal advertising schedule does not always reflect the moment when a consumer is ready to purchase. Big data becomes not only a tool for studying consumer behavior. In combination with automated advertising purchasing technologies, they can create effective promotion tools for both major advertisers and local businesses,” says Anatoly Novozhilov, director of the advertising division at Platforma.

      Photo by VTB Bank (PJSC)

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      Analysts named the regions with the earliest and latest start of shopping on weekends

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