New Year Shopping 2025: 75% of Ukrainians Plan to Spend, but with Greater Financial Discipline

New Year Shopping 2025

According to ХВИЛЯ: The New Year shopping in 2025 demonstrates changes in the financial discipline of Ukrainians, an increase in spending plans, and a shift in priorities. A Deloitte Ukraine study showed that 75% of Ukrainians plan to make New Year and Christmas purchases in 2025, which is an increase from 65% in 2024. The majority of respondents, namely 54%, plan to allocate between 1,000 and 5,000 UAH for shopping.

Moreover, 46% of Ukrainians are ready to spend no more than a quarter of their monthly income on holiday shopping. This indicates an increase in financial caution and awareness in spending planning. Most purchases are focused on family:

• 88% of respondents plan to give gifts to their loved ones;
• 40% intend to please their friends.

Celebration Formats

Regarding the format of the celebration, 68% of Ukrainians choose a home-based celebration, which is a noticeable increase compared to 54% in the previous year. In the context of shopping, 27% of respondents prefer online stores, while 43% choose physical retail outlets.

Additionally, 64% of Ukrainians plan to direct part of their spending to charity. Oleksandr Yampolskyi notes that this year, the preparation for the holidays is becoming more measured and prudent:

“Ukrainians are planning purchases earlier, approaching expenditures more cautiously, and more often choosing what has personal significance for them and their loved ones.” - Oleksandr Yampolskyi

He also remarks that:

“How people give, celebrate, and seek joy is now an important part of their emotional resilience.” - Oleksandr Yampolskyi

The increase in the number of Ukrainians planning holiday purchases, as well as the rise in financial caution, indicates a change in consumer habits amid economic instability. The preference for home celebrations and charity indicates new priorities in people's lives, where emotional well-being becomes as important as material well-being. These trends could impact the retail market and charitable organizations in the coming years.