--- - |2 Abstract This article analyses the everyday consumption of young people who live in villages and small towns in modern‐day Russia. Based on 59 semi‐structured interviews conducted in three districts of the Leningrad region, the authors try to answer the following questions: How does everyday consumption fit in the biographical experience of rural youth? What consumption styles are implemented in small towns and villages? The conceptual framework of the analysis is the perspective of ‘the lifestyle’, which connects everyday consumption practices with the construction of youth identities. The authors come to the conclusion that the differentiation of the consumption styles of modern rural residents can be explained in the context of life strategies, construed on the basis of family capital, education, employment and orientation towards success. The article describes four basic styles that characterise the consumption of young rural residents, namely ‘family’, ‘status‐oriented’, ‘individualistic’ and ‘conformist’ styles. - Sociologia Ruralis, Volume 58, Issue 3, Page 644-664, July 2018.