Spontaneous Spending: Why 76% of Ukrainians Make Impulse Purchases.

Key Findings from a Rakuten Viber Survey

According to Мінфін — Крипто/Фінанси: A recent survey conducted by Rakuten Viber reveals that 76% of Ukrainians indulge in unplanned shopping, with discounts and special offers being the primary drivers. This trend, observed across a large portion of the population, suggests consumers are adapting to current market conditions. For an international audience, this data offers insight into how economic pressures and marketing tactics shape buying behavior in Ukraine.

According to the survey results, 58% of respondents make unplanned purchases occasionally, while 18% admit to doing so quite frequently. In contrast, 13% of those surveyed plan all their purchases in advance. Notably, 11% of participants have become more meticulous about controlling their expenses since the start of the full-scale war in Ukraine.

Triggers for Impulse Buying

When asked what prompts their spontaneous purchases, respondents cited the following factors:

• 47% - discounts and special offers
• 28% - a product they liked in the store
• 10% - other factors
• 7% - no specific reason
• 4% - a bad mood
• 3% - a good mood
• 1% - influence of social media advertising

The survey included over 20,000 respondents, with the largest age group being those aged 34 to 45. These findings may indicate a shift in consumer habits amid economic instability and the need to adapt to new circumstances.

Amid the economic turmoil caused by the war, Ukrainians are demonstrating an active approach to shopping, likely linked to changing consumer priorities. Adapting to new market realities—especially through discounts and promotions—shows that consumers are seeking ways to save money during times of limited financial resources. Consequently, this trend could influence marketing and sales strategies in Ukraine, particularly for businesses aiming to meet evolving consumer needs.