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Despite the War, 61% of Ukrainians Won’t Give Up on the New Year’s Shopping

Deloitte Ukraine Holiday Retail Survey 2022

This year, winter holidays in Ukraine are going to be overshadowed by the war. Despite all the challenges of the wartime, the Ukrainians are planning on celebrating, with the hope of victory to come very soon. This is evidenced by the results of the survey held among the Ukrainian consumers by Deloitte Ukraine. The survey reveals plans and expectations of the Ukrainians for the New Year’s and Christmas shopping.

What is remarkable about the holiday purchases this year?

  • The spirit of the New Year’s and Christmas shopping is alive. Most Ukrainians (61%), despite all the difficulties, plan to make their New Year’s and Christmas purchases, albeit planning to buy less than in 2021.
  • The budget of almost half of Ukrainians (49%) for the New Year’s and Christmas shopping ranges from UAH 1 thousand to UAH 5 thousand (ca. USD 28 to 137).
  • In terms of products, the essentials are in focus, including food and beverages, children’s products, clothing, and footwear. When making a purchase, consumers will, in the first hand, consider their prior experience and the available discounts.
  • Ukrainian do not forget to thank our defenders. Over 60% Ukrainians are planning to spend at least part of their New Year’s and Christmas shopping budget on helping the Armed Forces of Ukraine and those who suffered from the war.
  • 63% Ukrainians will not purchase products if the manufacturer or seller has not left the market of the Russian Federation.
  • In-store shopping will prevail over online purchases. The most popular locations for the New Year’s and Christmas shopping this year will be large supermarkets and shopping malls/department stores, followed by online purchases made in Ukrainian Internet stores.

In the conditions of high uncertainty caused by the war, most Ukrainians postpone their holiday shopping until the second half of December.

“The war has a considerable effect on consumer sentiment of the Ukrainians. Our survey has shown that, e.g., the trend of online purchases, that are very popular worldwide, is currently not confirmed in Ukraine.
At the same time, the indomitability of Ukrainians, reflected in their readiness to do holiday shopping in spite of the war, is inspiring, and helps retailers continue supporting the Ukrainian economy”, says Oleksandr Yampolskyi, Director, Head of Retail & Wholesale Distribution Industry Group in Deloitte Ukraine.

The survey was held by means of online interviews based on a quota sample that corresponds to the social and demographic portrait of Ukrainian people. More than 1,000 respondents participated in the survey representing all regions of Ukraine (other than temporarily occupied territories and the Autonomous Republic of Crimea), as well as Ukrainians who are temporarily staying abroad.

About Deloitte

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Thanks to Deloitte’s global network, as well as the 29-year experience in Ukraine, Deloitte brings world-class capabilities and high-quality service to clients, delivering the insights they need to address their most complex business challenges in multiple industries. See more details at:

Press contact:

Anastasiia Beheza
Head of PR
Deloitte Ukraine

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