From zoomers to boomers: how different generations of Ukrainians plan New Year’s spending
23 December 11:12
Ukrainians are not giving up celebrating the New Year and Christmas holidays despite the third year of full-scale war. This is evidenced by the results of a Deloitte study on holiday shopping in 2024, according to Komersant ukrainskyi.
Thus, 65% of respondents plan to make holiday purchases, which shows a positive trend compared to last year (59%) and 2022 (61%). The same 65% start Christmas and New Year shopping between December 1 and 24.
As for the distribution of expenses, 45% of respondents plan to spend more money on New Year’s Eve than Christmas. At the same time, for 57% of respondents, the average holiday check will be between UAH 1000 and 5000.
The study shows that 7 out of 10 respondents intend to allocate part of their holiday budget to charity, of which 79% will support the defenders on the front line. This figure is especially high among the baby boomer generation (people born around 1946-1964) – 91% of this age group plan to help the military.
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Technological innovations also affect holiday shopping: 23% of respondents are ready to use artificial intelligence to find gift ideas and discounts. Interestingly, this figure varies by age – from 41% among Zoomers (born in 1990-2010) to 13% among Baby Boomers.
Ukrainian consumers demonstrate a rational approach to shopping. They are willing to wait for the delivery of goods from abroad if their price on a foreign website is 20% lower. Half of shoppers add items to their online shopping cart to receive free delivery.
Support for Ukrainian producers remains an important trend – 41% of respondents plan to buy goods from Ukrainian brands and suppliers during holiday shopping.
Regarding payment methods, 56% of Ukrainians prefer sellers who offer the opportunity to pay for goods in installments without additional interest.
The study was conducted through an online survey using a multi-stage stratified sample representing the population of Ukraine by gender, age, settlement size and type of employment. More than 1000 respondents took part in the survey.
