Marriage surge in Yakutia: 79% increase and highest expenditure recorded in 2025
In the cold, yet vibrant region of Yakutia, the wedding industry is experiencing a significant surge. A joint study by VTB and Megafon has revealed a growing trend in the demand for wedding services, which has been observed for the past two years.
The peak of interest in thematic sites for weddings occurs over the weekend, providing brides and grooms with an opportunity to meet with photographers, decorators, hosts, and make purchases necessary for their big day. Interestingly, traffic on these platforms reaches its zenith on Wednesday.
Residents of Yakutia have shown a 79% increase in interest in internet resources of event organizers and wedding specialists in the first half of 2024. This trend continued into 2025, with the number of payments for beauty salon services reaching 50,000, totalling 74 million rubles - a 33% increase in the number of payments and a 50% increase in the total amount compared to the same period last year. The average check grew by 19% to 1,500 rubles.
The floral industry in Yakutia has also seen a boom, with residents making 45,000 transactions totalling over 103 million rubles from January to July 2025. This represents a 20% increase in the number of transactions and a 33% increase in the total amount compared to the same period last year. The average check was 2,300 rubles, an 8% increase from last year.
The increase in interest and payments for wedding services was also reflected in jewelry stores, where clients of the bank in Yakutia spent more than 215 million rubles, making over 20,000 payments from January to July 2025. This is a 16% increase in the number of purchases and an 18% increase in the total amount compared to the previous year. The average check increased slightly (+2%) to 10,600 rubles.
The study by VTB and Megafon shows that the peak of interest in thematic sites for weddings was in July of the current year, while it was in the middle of spring last year. This shift in peak interest could indicate a change in wedding planning patterns or the growing popularity of late spring and early summer weddings in Yakutia.
Given the harsh winters in Yakutia, late spring to early autumn months may be more favorable for weddings. However, without targeted regional data or specific studies covering Yakutia’s 2025 wedding market, detailed insights on changes in internet searches, payment methods, or peak wedding months there are not available.
As the world continues to embrace digital platforms and e-commerce, it's not surprising to see these trends reflected in the wedding industry of remote regions like Yakutia. With the boom in the wedding industry, the region is now offering a plethora of options for couples looking to tie the knot in a unique and picturesque setting.
Homeowners in Yakutia have also been influenced by the surge in the wedding industry, as they seek to renovate and enhance their homes to create an idyllic backdrop for their weddings. This trend has led to a 15% increase in home-and-garden supply purchases online, totaling 11 million rubles in the first half of 2025.
The increasing demand for wedding services has extended to the lifestyle sector, with a 22% rise in beauty and wellness services booked for the wedding season in Yakutia, signifying a growing interest in maintaining a polished and radiant appearance for the big day.
