The share of Ukrainians planning to make Christmas and New Year purchases has grown from 65% to 75% over the past year. In addition, 64% of respondents intend to allocate part of their holiday budget to charity, according to Deloitte Ukraine’s study “Holiday Shopping of Ukrainians 2025”, reports EP.
Three-quarters of respondents plan to set a festive table, another 20% are undecided, and only 5% do not plan to celebrate. More and more Ukrainians are shopping early: 18% started before December (compared to 16% last year), while the main shopping period falls between December 1–24 (62%).
Spending has remained stable for the fourth year in a row: 46% are ready to spend no more than a quarter of their monthly income, while 54% plan to stay within ₴1,000–₴5,000. Budgets ranging from ₴5,001 to ₴10,000 are more common among military personnel (43%), business owners (33%), and employees of non-profit organizations (33%). Amounts exceeding ₴10,000 are planned by 20% of military personnel and 19% of business owners.
Most Ukrainians shop in large supermarket chains (43%), online stores remain in second place (27%), and cosmetic stores (21%) are popular thanks to demand for gifts “for oneself and loved ones.”
Product categories have hardly changed: food, alcoholic beverages, and children’s toys remain the leaders.
Zoomers buy books and printed products most often (20%), while millennials prefer children’s toys (49%).
By gender, women most frequently choose children’s toys (45%), clothing and footwear (35%), cosmetics (27%), and household items (27%). Men more often opt for clothing and footwear (28%), household appliances, and electronics (31%).
64% of Ukrainians plan to support charitable initiatives, with 8 out of 10 prioritizing aid for Ukrainian defenders on the front line.
The study is based on an online survey of over 1,000 respondents, with a sample representing Ukraine’s population by gender, age, and employment status.
Read also: Humanitarian Needs of Frontline Communities: Survey Results
