Beyond Socks and Razors: The 2026 Gift Guide That Turns February 23 into a Day He'll Never Forget – What Men Really Crave (and the Taboos You Must Avoid)
Why the Classic Gifts Are Falling Flat in 2026
Every year, as February 23 approaches, the same question echoes across Russia: what to gift the men in your life? Traditionally, women reach for safe bets—socks, shaving kits, car accessories, or video games. Yet fresh data reveals a growing disconnect between what's commonly given and what men actually dream of receiving.
According to a SuperJob survey of men across age groups:
17% named cash as their top wish (jumping to 24% among those under 35).
7% preferred appliances, gadgets, or repair/construction tools (more popular with men over 35).
6% wanted travel or trips — a consistent favorite regardless of age.
5% hoped for a new smartphone (8% in the under-35 group) or computer games (popular with younger men, but almost nonexistent among those over 45 at <1%).
4% each chose perfume, books, or sports gear.
In stark contrast, real-life gifting patterns look very different:
Clothing and accessories top the list at 21%.
Perfume and personal care items follow at 12%.
Only 5% actually receive money.
Roughly one in four men gets no gift at all.
A Kommersant poll of over 4,100 men painted an even more forgiving picture: 39% are simply happy with any form of congratulations, while 23% are genuinely content with socks or slippers. Still, the data screams opportunity—many men would light up over something more personal or self-indulgent.
Sales Trends Reveal the 2026 Shift: Practical, Hobby-Focused, and "For Himself"
Marketplaces are reflecting this evolution loud and clear. In the run-up to the holiday, analysts from Check Index, Ozon, and Avito.Analytics report explosive growth in certain categories:
Sports watches sales skyrocketed 84 times year-over-year on Ozon.
Computers jumped 4.3 times.
Xbox games rose 8 times.
Baseball gear increased 5 times.
Fishing equipment nearly doubled.
Broader categories show steady gains:
Auto-related goods, gaming items, and leisure/sports products are up 8–12%.
Holiday-specific searches and products (e.g., “23 февраля” or “Defender of the Fatherland”) surged 270–340%.
Meanwhile, traditional standbys are slipping: socks, gift certificates, and shaving foam dipped 2–8%. The message? Men increasingly want gifts that enhance their hobbies, downtime, or personal passions—not generic “manly” clichés.
Winning Gift Ideas That Create Lifelong Gratitude
Here are thoughtful, trend-aligned suggestions drawn from the article's insights and creative recommendations:
1.Cash or a generous certificate — Still king for flexibility, especially for younger men.
High-quality smartwatch or fitness tracker — Ties into the sports boom and daily utility.
Gaming upgrade — A new console accessory, retro emulator setup, or top-tier game bundle for younger guys.
Car enthusiast kit — Premium detailing supplies, a dash cam, seat covers, or tools for DIY maintenance.
Experience-based presents — Tickets to a sports event, a weekend fishing trip, or a BBQ/smoker set for outdoor lovers.
Home-brew or craft beer kit — Fun, hands-on, and shareable with friends.
Personalized tech — Wireless earbuds, a portable projector for movie nights, or a drone for hobbyists.
Wellness & grooming upgrade — Not basic soap, but a premium electric razor, high-end cologne subscription, or spa certificate tailored to him.
The key theme: make it feel chosen for him, not just “for a man.” Personalization turns a good gift into a memorable one.
The "Absolutely Do Not Gift" List – Superstitions and Deal-Breakers
Russian (and broader cultural) traditions warn against certain presents that carry bad omens or simply disappoint:
Clocks/watches (unless specifically requested) — Symbolize counting down to arguments or separation in many cultures.
Knives, sharp objects — Linked to cutting ties or misfortune (common in Russian, Caucasian, and Middle Eastern beliefs).
Socks alone — Old superstition suggests the recipient will "walk away" from the relationship.
Empty wallets or purses — Believed to bring financial emptiness.
Handkerchiefs — Associated with tears or parting in European folklore.
Perfume for someone you don't know well — Risky scent mismatch can feel impersonal.
Novelty anti-snoring gadgets or "humorous" weight-loss items — Often land as insults rather than jokes.
Also steer clear of mismatched clothing sizes, overly cheap trinkets, or anything that feels like an obligation rather than thoughtfulness.
Final Takeaway for February 23, 2026
This Defender of the Fatherland Day, skip the autopilot socks-and-shaving-cream routine. Listen to the data: men want agency (cash), utility (tools/tech), joy (hobbies/leisure), or escape (travel/experiences). A gift aligned with his real interests—backed by booming sales in sports, gaming, and auto categories—can transform an ordinary holiday into one he'll talk about for years.
Choose with care, add a personal note, and watch the gratitude last long after the wrapping paper hits the bin. Happy gifting—and happy February 23!
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