Catching up with customers in other countries, Russian customers spent a record-breaking 22.3bn rubles (€321m-$357m) during last month's Black Friday promotion, 28 percent more than in the previous year, according to the Russian Association of Internet Trade Companies, but this estimate seems to have been far below the reality. Shoes, clothes and accessories were among the best-sellers.

Russia's biggest online retailer, Wildberries, said it outperformed those estimates. The company received 10 million orders with an overall value of 33 billion rubles (€475m-$528m), which was three times higher than during the 2018 Black Friday promotion. Footwear was among the top 10 most popular product categories among customers alongside vacuum-cleaning robots, smartphones and some other items, Wildberries said.

Russia's major online fashion retailer, Lamoda, reported an 8 percent increase in orders in terms of value as compared to the Black Friday promotion in November 2018, without mentioning a specific figure. The most popular items were outdoor garments and sports shoes (including sneakers), according to Forbes.

Another Russian website, B-Friday, said that most orders were placed by residents in Moscow and St. Petersburg, just as in previous years. They accounted for 35 percent of all purchases for Black Friday 2019. About 40 percent of the customers were aged 25 to 34. This was in contrast with the pattern recorded at Wildberries, which reported that the Russian provinces were the main driver of sales growth this year.