Ukrainians refuse to shop at discounts on Black Friday

Black Friday will start in Ukraine and the world in the near future. In 2025, this day will be celebrated on November 28, but promotions and discounts will start a few days earlier.

According to a Rakuten Viber survey, most Ukrainians do not plan to make purchases during this year’s Black Friday. 83% of respondents said they would not take advantage of discounts, and 64% expressed distrust in the honesty of such promotions.

About 18 thousand people took part in the study. Only 3% of respondents intend to spend more than last year, while 6% plan to spend less. Another 8% want to keep their budget at the same level. Interestingly, 19% of respondents who previously bought discounted goods now do not plan to make any purchases. Moreover, 64% of respondents have never made purchases on Black Friday, as they do not believe in the reality of such discounts. This indicator has remained unchanged since 2024.

Among those who still expect discounts, the most popular products remain clothing and footwear – 39% of respondents plan to buy them. The top three most popular products also include home appliances (12%), gadgets (10%), and children’s products (8%).

However, interest in food and alcoholic beverages has decreased significantly: only 5% of respondents plan to buy them this year, compared to 13% in 2024.

Only 2% of respondents plan to buy car products and service subscriptions.

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