War and Holidays: As the expenses of Ukrainians have changed for New Year's gifts and feasts
Naturally, the fall in income, interruptions with light and communication and hostile rocket firing have led to a decrease in consumer activity compared to the last peace year. However, the focus of retailers noted that in December 2022, consumers were active as possible in current conditions. "War and attacks on the country's energy infrastructure have affected the consumer behavior and the structure of marketplaces and the Allo Network and Electronics Stores].
In comparison with December 2021, in December 2022, online traffic was almost twice Traffic also decreased by 14%, however, and the number of ALLO network stores decreased: in December, about 285 out of 345 open before the war, " - shares Sergei Chorny, head of the Armnichankanal Retail Analytics Department of ALLO. Eldorado. ua's press service also noted that in peacetime, visiting stores and purchases for New Year's holidays were many times more active.
The company specifies that on the eve of the New Year 2023 and in the first days the activity was significantly reduced during air alarm, but buyers quickly returned to the sale of their plans for the purchase of gifts both in stores and online. Earlier, with a survey of Ukrainian consumers conducted by Deloit, Focus wrote that almost 52% of citizens planned to buy less goods on the eve of the New Year of 2023 than a year earlier.
Obviously, this is due to the reduction and depreciation of the income of Ukrainians and with a more cautious attitude to the expenses during the war. However, according to Sergei Cherny, in December 2022, the average check increased by 32%compared to December 2021, that the interlocutor of the focus explains the rise in price of most goods and changes in the basket.
Now, along with traditional New Year's gifts, ALLO clients often bought expensive devices on the eve of the holidays that would help to worry blackouts - generators, charging stations, Paverbank. Yulia Novachenko, Prom. ua Marketing Director, also confirms that the New Year's expenses of Ukrainians have increased by a third compared to last year, and the average check for Prom. ua reached 1100 UAH.
The market operators surveyed by the focus, the increase in the average check, as a whole, corresponds to the level of inflation in Ukraine, which, according to preliminary estimates, should be about 30%in 2022. Food and delicacies have increased especially in the price. The festive table, according to focus estimates, went up by 42% and its cost for 4-6 people reached 2320 UAH.