Despite the approaching sales season, the vast majority of Ukrainians do not plan to make purchases on this year’s Black Friday. According to a survey conducted by Rakuten Viber among about 18,000 users, 83% of respondents said they would not buy anything.
It is significant that, as last year, 64% of respondents said they do not believe in real discounts on this day.
The distribution of answers regarding shopping plans this year is almost the same as in 2024, which indicates a stable skeptical position of Ukrainians:
- I never buy on this day, I do not believe in such discounts — 64% (in 2024, this answer was also chosen by 64%);
- I do not plan to buy anything this year — 19% (in 2024 — 19%);
- Approximately in the same volume — 8% (in 2024 — 7%);
- Will buy less than last year — 6% (in 2024 — 6%);
- Will buy more than last year — 3% (in 2024 — 4%).
The Viber team also asked Ukrainians waiting for discounts what they plan to buy this year. In the top – clothes and shoes (they will be bought by 39% of respondents), and home appliances (12%).
Last year, the top three most popular categories included food and alcohol (5% in 2025, 13% in 2024), which this year gave way to gadgets (10% in 2025, 12% in 2024).
To the question “If you are waiting for discounts before Black Friday, what do you plan to buy this year?” in 2025, the answers were distributed as follows:
- Clothing and footwear — 39% (2024 — 34%);
- Home appliances — 12% (2024 — 9%);
- Gadgets — 10% (2024 — 12%);
- Children’s goods — 8% (2024 — 9%);
- Cosmetics, personal care, vitamins — 8% (2024 — 9%);
- Pet products — 8% (2024 — 6%);
- Home and repair products — 6% (2024 — 5%);
- Food and alcohol — 5% (2024 — 13%);
- Car products — 2% (2024 — 2%);
- Subscriptions to services and passes — 2% (2024 — 1%).
The study was conducted through an anonymous online survey by the Rakuten Viber team. Over 18,000 users participated in the survey.
The key age group among respondents is 34-45-year-olds. Overall, over 50% of survey participants are under 45.
