Pillow instead of travels: youth turned savings into a daily ritual

      June 1, 2026 11:32 Economy According to experts, the motivations for savings among young people have changed: the top priority is an emergency fund, followed by passive income and investments. Saving for travel has become noticeably less frequent. High interest rates have rekindled interest in deposits, while cryptocurrency and cash have taken a back seat. Behavior is driven by the fear of missing out on returns, as well as trends in conscious consumption. By mid-2026, savings have become a basic financial habit for young people: according to NAFI, 73% have savings (68% a year earlier). Another trend is the use of opportunities provided by the government. A smart strategy for a young person is to use, for example, the Pushkin Card (previously operated by Post Bank) for its intended purpose (for tickets), saving their personal money, and directing those saved funds towards savings. Banks are responding with gamification and instant accruals. A notable example is VTB's launch in July of a savings account for clients aged 14-25 with daily interest payments. The bank's client base in this age group is over 4 million people, with savings exceeding 60 billion rubles, and the average check has risen to 71 thousand (+11% since the end of 2025). "We see that young people need quick access to financial instruments and transparent returns. It is necessary to cultivate a habit of saving and improving financial discipline," explained VTB board member Dmitry Breitenbikher. As a result, by mid-2026, the question of "to save or not to save" has completely lost its relevance for young people. The key choice now lies in the realm of returns, liquidity, and the speed of obtaining results. Savings have ceased to be a long-term abstraction and have turned into a daily financial ritual, where every accrued ruble matters. NIA "Nizhny Novgorod" has channels on Telegram and MAX. Subscribe to stay updated on major events, exclusive materials, and timely information. Copyright © 1999—2025 NIA "Nizhny Novgorod". When reprinting, a hyperlink to NIA "Nizhny Novgorod" is mandatory. This resource may contain materials 18+