The article is devoted to the results of a study of the patterns and characteristics of the financial behavior of the working-age population of the Republic of Bashkortostan. The prerequisite for conducting the study was the need to find out what changes in the financial behavior of the population occurred under the influence of COVID and sanctions restrictions. The research presented in the article is based on the results of sociological surveys conducted by the Institute of Social and Economic Researches UFRC RAS on the territory of one of the largest regions of Russia in terms of population – the Republic of Bashkortostan in 2021 and 2024. In the course of the surveys and subsequent processing of their results, both negative and positive factors were identified that affect the possibilities of using citizens financial resources in the economy of the territories. It has been established that among the main negative factors it is necessary to designate the low level of real disposable income of the majority of the population, leading to an increase in their credit burden; the absence of savings in the banking system among the majority of survey participants. Positive factors include the presence of a fairly significant investment potential among a portion of the population in the form of savings in credit institutions, which in the future could be directed towards investment, the development of stock instruments for attracting funds from individuals (individual investment accounts, public bonds, etc.). In the context of intensified inflationary processes, a change in the financial behavior of the population has been revealed towards a transition from a conservative strategy to a more high-risk strategy for investing savings.