Ukrainians Embrace Holiday Shopping Tradition Despite Challenges
Amidst the ongoing turmoil and challenges faced by Ukrainians, a recent Deloitte study has shed light on the resilience and determination of the Ukrainian people to uphold holiday traditions. The study revealed that despite the adversities, 65% of respondents are planning to partake in Christmas and New Year shopping this year, showcasing a notable increase from 59% in the previous year.
Generational Spending Trends Unveiled
The survey conducted by Deloitte uncovered intriguing insights into the distinct spending habits of different generations in Ukraine. Millennials, born between 1981 and 1996, are prioritizing gifts for children, particularly focusing on toys. On the other hand, Buzzers, belonging to Generation Z (born between 1997 and 2012), are inclined towards purchasing clothing, household items, cosmetics, and books. Interestingly, Generation X, born between 1965 and 1980, are allocating a significant portion of their holiday budget to support the Armed Forces of Ukraine. Furthermore, Baby Boomers, born between 1946 and 1964, exhibit a preference for Ukrainian-made products, with a staggering 91% directing their funds towards aiding the military.
Key Findings for 2024
The study also highlighted several key findings for the upcoming holiday season in Ukraine. Among these findings, it was noted that the festive spirit among Ukrainians is on the rise, with 65% of respondents planning to engage in shopping activities between December 1 and 24, marking an increase from the previous year. Moreover, New Year celebrations are set to dominate this year, as 45% of individuals intend to spend more on New Year festivities compared to Christmas. The majority of budgets for these celebrations range from UAH 1,000 to UAH 5,000 ($27–$135).
Furthermore, a significant focus on charity was observed, with 7 in 10 respondents planning to allocate a portion of their budget to charitable causes, with 79% specifically supporting frontline defenders. Additionally, the study revealed that a notable percentage of individuals, 23%, are open to utilizing artificial intelligence for gift ideas and discounts, although adoption rates decrease with age. Consumers also exhibited a preference for international delivery if it resulted in a 20% cost saving, with 50% adding items to their carts to secure free shipping. Support for Ukrainian brands remains strong, with 41% of respondents intending to purchase from local businesses. Moreover, interest-free installment payment options offered by retailers without additional costs are favored by 56% of consumers.
Oleksandr Yampolsky, the Head of Retail and Wholesale at Deloitte Ukraine, emphasized the resilience and adaptability of Ukrainians in the face of challenges, stating, “Despite immense challenges, Ukrainians are adapting to sustain traditions and maintain the festive spirit, blending innovation, rational spending, and a commitment to supporting local businesses and the military.”
As we delve into the heartwarming traditions and resilience of Ukrainians during the holiday season, let’s take a moment to reflect on the significance of cherishing our cultural practices and supporting our communities in times of adversity. Despite the hardships faced by many, the spirit of giving and togetherness prevails, reminding us of the enduring strength and unity of the human spirit. Let’s embrace the holiday season with a renewed sense of compassion and generosity, spreading joy and hope to those around us. After all, it is in times of darkness that the light of kindness shines the brightest.
