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
“Deloitte,” “us,” “we” and “our” refer to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”), its global network of member firms, and their related entities (collectively, the “Deloitte organization”). DTTL (also referred to as “Deloitte Global”) and each of its member firms and related entities are legally separate and independent entities, which cannot obligate or bind each other in respect of third parties. DTTL and each DTTL member firm and related entity is liable only for its own acts and omissions and not those of each other. DTTL does not provide services to clients. Please see www.deloitte.com/about to learn more.
Deloitte provides industry-leading audit and assurance, tax and legal, consulting, financial advisory and risk advisory services to nearly 90% of the Fortune Global 500® and thousands of private companies. Our people deliver measurable and lasting results that help reinforce public trust in capital markets, enable clients to transform and thrive and lead the way toward a stronger economy, a more equitable society and a sustainable world. Building on its 175-plus year history, Deloitte spans more than 150 countries and territories. Learn how Deloitte’s approximately 457,000 people worldwide make an impact that matters at www.deloitte.com.
Anastasiia Lytvynenko
Deloitte Ukraine PR & Communications
alytvynenko@deloittece.com
