New Year with benefit: 64% of Ukrainians plan to spend part of their holiday budget on charity

Ukrainians celebrate the New Year without increasing their spending: the majority plan to spend up to UAH 5,000, and 64% plan to donate part of their budget to charity. Find out what New Year's purchases are popular and how consumer habits are changing

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Despite the difficult economic situation and the fourth year of a full-scale war, Ukrainians maintain New Year traditions and at the same time increasingly combine holiday spending with charity. According to the results of the Deloitte Ukraine study “Holiday Shopping of Ukrainians-2025”, 64% of citizens plan to direct part of the New Year budget to good causes.

Overall, the number of Ukrainians planning New Year shopping has increased from 65% to 75% over the year. The majority of respondents (75%) intend to organize a New Year's table, another 20% have not yet decided, and only 5% are not planning a celebration.

How much are Ukrainians willing to spend on New Year's shopping?

For the fourth year in a row, Ukrainians have not increased their New Year's budgets. Almost half of respondents (46%) are willing to spend no more than a quarter of their monthly income on holiday shopping. Another 54% plan to invest between 1,000 and 5,000 hryvnias.

Expenses in the range of 5,001–10,000 hryvnias are more common among military personnel, employees of non-profit organizations, and business owners. Military personnel and entrepreneurs are also willing to spend more than 10,000 hryvnias on New Year's shopping.

Where and when do Ukrainians buy goods for the New Year?

More and more Ukrainians are preparing for the New Year in advance:

- 18% start shopping before December;

- The main shopping period falls on December 1–24 (62%).

Most often, New Year's shopping is done in large and medium-sized supermarkets (43%), followed by online stores (27%). Cosmetic stores remain popular due to the demand for gifts for themselves and loved ones.

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What categories of goods and for whom do Ukrainians buy during New Year's shopping?

The most common categories of New Year's purchases remain stable:

- food and beverages;

- toys for children;

- clothing, footwear and cosmetics.

At the same time, young people are more likely to buy gifts for themselves, and the main recipients of New Year's presents remain family members (88%) and friends (40%).

Charity as part of New Year's traditions

An important component of New Year's spending for Ukrainians remains helping others. 64% of respondents plan to allocate part of the holiday budget to charity, and 8 out of 10 support primarily Ukrainian defenders on the front lines.

Analysts note that New Year's preparations and charity have become not only a tradition for many Ukrainians, but also emotional support and a way to maintain a sense of unity.

How was the research conducted?

The survey was conducted online using a representative sample reflecting the population of Ukraine by age, gender, type of employment and size of the settlement. The study involved over 1,000 respondents.

New Year remains an important event for Ukrainians even in difficult conditions. Despite tight budgets and a balanced approach to spending, more and more people are combining holiday shopping with supporting charitable initiatives. This approach indicates a transformation of New Year traditions — from consumption to conscious solidarity, where caring for loved ones and helping the country become an integral part of the holiday.

New Year is about emotions, new experiences, and active recreation. To prevent unexpected situations from spoiling your holiday plans, it is worth having reliable insurance.

Take out a policy online and celebrate the New Year without unnecessary worries!

Let's remind you! How Ukrainians see the end of the war, what peace plans they are ready to accept, who they trust more — the EU, the USA, or NATO, and what they think about the elections, we told in the results of the December 2025 KIIS survey.

Want to know more? Read the latest news and useful materials about Ukraine and the world in the News section.

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