The vast majority of Ukrainians (76%) are prone to unplanned shopping, with promotional price tags and special offers from brands remaining the main trigger for spontaneous spending. This is evidenced by the results of a large-scale anonymous online survey conducted by the Rakuten Viber platform in Ukraine.
About 20 messenger users participated in the study, which took place on July 8, 2026. The key age group of respondents was citizens aged 34 to 45 (in total, more than 50% of respondents were under 45).
The main triggers of spontaneous shopping
The distribution of respondents' answers regarding the reasons for making unplanned purchases is as follows:
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Discounts and special offers (47%) — almost half of those surveyed buy unplanned goods just because they see a good price or promotional conditions from retailers.
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Emotional impulse (28%) — more than a quarter of Ukrainians buy something simply because they saw it in person in a shop window or on a store shelf and they "just wanted it."
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Conscious restriction (11%) — this category of citizens previously practiced spontaneous shopping, but with the beginning of a full-scale war, they are trying to strictly control their spending and refrain from impulsive purchases due to the need to save money.
Analysts note that despite the general trend towards budget optimization under martial law, emotional relief through small purchases and sensitivity to marketing activities (promotions, sales) remain powerful factors influencing the consumer behavior of Ukrainians.
