Despite the fourth year of Russia’s full-scale war, Ukrainians continue to prepare for the holiday season, with 75% planning Christmas shopping this year, up from 65% in 2024, according to a new Deloitte Ukraine study.
The research shows that holiday preparations are becoming more deliberate, with consumers planning purchases earlier and approaching spending more cautiously.
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The 2025 holiday season is characterized by cautious spending, a focus on meaningful gifts, and a strong preference for human judgment over artificial intelligence.
At the same time, more Ukrainians plan to celebrate at home – 68%, compared to 54% last year, Deloitte estimated.
“This year… Ukrainians plan their purchases earlier, approach spending more cautiously, and more often choose gifts that carry personal meaning for themselves and their loved ones,” according to Oleksandr Yampolskyi, leader of Retail and Wholesale Distribution at Deloitte Ukraine.
Family remains the top priority for gift spending
Nearly half of respondents – 46% – plan to spend no more than a quarter of their monthly income on holiday shopping, while 54% expect their total budget to range between Hr. 1,000 and Hr. 5,000 ($24–$122).
Non-profit organisation employees, military personnel and business owners are ready to spend more: from Hr.5,001 to Hr.10,000 ($118–$237).
Holiday gifts are focused primarily on family members (mentioned by 88%), followed by friends (40%). At the same time, more than a third (36%) plan to buy gifts for themselves.
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Who Ukrainians buy gifts for during holiday shopping (Image by Deloitte Ukraine)
Online shopping frustrations persist
Physical stores continue to dominate holiday shopping. Large and mid-sized supermarket chains account for 43% of gift purchases, followed by online stores at 27%. Beauty stores also remain popular, attracting 21% of shoppers.
Online shopping issues continue, with consumers experiencing out-of-stock items, excessive advertising, and inconvenient search filters.
Charity remains a core part of holiday spending. Nearly two-thirds of Ukrainians (64%) plan to allocate part of their holiday budget to charity, with eight out of ten directing support to Ukrainian defenders on the frontlines.
Shoppers expect personalized service, not AI assistants
The study also found limited trust in artificial intelligence when it comes to gift selection. Ukrainians rely primarily on price comparison services, online reviews and wish lists, while only around 10% believe AI assistants on retail platforms can simplify gift choices. Influencer recommendations play an even smaller role.
Retailers, meanwhile, face rising expectations for personalized service. Some 18% of respondents expect help choosing meaningful gifts, and 17% want presents delivered in festive packaging and on a specific day.
“This year’s study shows that holiday habits of Ukrainians reflect not only consumer trends but also deeper personal changes,” Deloitte’s study quote Yampolskyi as saying. “Even during wartime, Ukrainians remain a community that helps, shares, and creates a festive atmosphere for one another”
The survey was conducted online using a multi-stage stratified sample representative of Ukraine’s population by gender, age, settlement size, and employment type, with more than 1,000 respondents participating.
