The number of Ukrainians planning Christmas and New Year shopping has increased over the year from 65% to 75%, despite the fourth year of full-scale war, according to Deloitte Ukraine’s “Holiday Shopping 2025” survey, provided by the company’s press service.
“This year, we see that preparations for the holidays are becoming more thoughtful and forward-looking: Ukrainians are planning their purchases earlier, approaching spending more cautiously, and more often choosing things that have personal significance for them and their loved ones. For 51% of respondents, the process of preparing gifts remains a pleasant ritual rather than a source of stress. Such familiar concerns help us today to support ourselves and those around us,” notes Alexander Yampolsky, head of retail and wholesale distribution at Deloitte Ukraine.
However, according to the survey results, more and more Ukrainians are also choosing to celebrate at home—68% compared to 54% in 2024. More and more Ukrainians are starting their holiday shopping early: 18% before December, while the main shopping period is December 1-24 (62%).
For the fourth year in a row, Ukrainians are not increasing their spending: 46% are willing to spend no more than a quarter of their monthly income on shopping, and 54% plan to spend between UAH 1,000 and UAH 5,000, with holiday purchases focused on family (88%) and friends (40%). At the same time, young people are more likely to deviate from the traditional scenario: 49% buy gifts for themselves.
Ukrainians most often do their holiday shopping in large and medium-sized supermarket chains (43%), with online stores consistently ranking second (27%) and cosmetics stores (21%) remaining popular due to the demand for gifts “for themselves and their loved ones.”
The most popular tools for choosing gifts are wish lists (46%), price comparison services (54%), and online reviews (50%). Recommendations from influencers play a much smaller role, with only 9-10% of respondents relying on them. And only 10% of respondents believe that the presence of an AI assistant on retailers’ online platforms would make it easier to select holiday gifts.
It is emphasized that shoppers are most upset by the lack of available products (27%), excessive advertising (22%), and inconvenient search filters (14%).
At the same time, 64% of Ukrainians plan to allocate part of their holiday budget to charity, and 8 out of 10 primarily support Ukrainian defenders on the front lines.
“The holiday habits of Ukrainians reflect not only consumer trends, but also deeper internal changes. The way people give gifts, celebrate, and seek joy is now an important part of their emotional stability. Even during the war, Ukrainians remain a community that helps, shares, and creates a festive atmosphere for each other,” Yampolsky concluded.
The study was conducted using a multi-stage stratified sample representing the population of Ukraine by gender, age, size of settlement, and type of employment. Data was collected through an online survey using a quota sample that corresponds to the socio-demographic profile of the Ukrainian population. In total, more than 1,000 respondents took part in the survey.
