The number of Ukrainians planning to buy gifts for Christmas and New Year this year has increased to 75%, compared to 65% last year, according to a new study by Deloitte Ukraine. Despite the war, spending on holiday shopping remains stable.
According to the survey, most Ukrainians plan to spend between 1,000 and 5,000 hryvnias on gifts. Another 46% say they will spend no more than a quarter of their monthly income on holiday shopping. Deloitte experts note that the spending structure has practically not changed since the first months of the full-scale war.
At the same time, more and more Ukrainians are combining holiday shopping with charity. Almost two-thirds of respondents plan to allocate part of their funds to charity, and four out of five respondents plan to support the Defense Forces of Ukraine. Sociological data confirm that even in times of economic instability, Ukrainians continue to stand in solidarity with the military and volunteers.
They plan to give gifts primarily to family members — this was stated by 88% of survey participants. Ukrainians buy gifts for friends much less often — only 40%. Among young people, the trend of giving a gift to themselves remains popular: 49% of respondents under the age of 30 plan holiday shopping “for themselves.”
When choosing gifts, Ukrainians most often rely on service tools — price comparison (54%), online reviews (50%), and wish lists (46%). However, advice from opinion leaders or recommendations from artificial intelligence remain the least influential: they are trusted by about 10% of respondents.
Researchers note that even in the difficult conditions of war, the holiday culture and tradition of giving in Ukraine remain stable, and charity is an integral part of the winter holidays.
