Russians Embrace Analog: Vinyl, Film, and Paper Sales Surge
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Insights by Echo AI
Russians are increasingly opting for analog formats like vinyl records, film cameras, and paper planners over digital alternatives. Sales of vinyl records on Wildberries increased by 42% in the first half of 2026 compared to the same period last year. On Ozon, interest in turntables surged by 1.5 times year-over-year, with popular vinyl records including Queen, Lana Del Rey, Rammstein, and 'Kino'. Other analog products like film cameras (+1.9 times), music CDs and cassettes (+2.5 times), paper planners (+13%), and fountain pens (+17%) also experienced significant growth. This trend is driven by a desire for ritual, tactility, and slowing down.
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