At the end of 2023, more than half of those surveyed by Kantar Panel Ukraine believe that the coming year will be better than the previous one. Compared to last year, the proportion of those expecting a deterioration in the situation has decreased (23% compared to 31% last year), and the number of respondents with a neutral mood has increased—25% expect the coming year to be the same as this year (compared to 15% last year).
Traditionally, New Year remains a time for Ukrainians to dream and make wishes (28%), as well as an opportunity to spend time with friends and family (26%). Fewer associate New Year with gift-giving (6%). The least common association for New Year among respondents is the end of the war (1%).
During the New Year celebration, Ukrainians would like to do the following the most (top 10 activities):
57% - Gather with family members, 38% - Spend time with a loved one, 26% - Prepare festive dishes, 25% - Decorate the Christmas tree and the house, 22% - Watch movies and TV shows, 21% - Gather with friends, 14% - Talk on the phone or online with those who are not nearby, 11% - Sleep, do nothing, 9% - Listen to music, 9% - Go on a trip within Ukraine.
Most Ukrainians (70%) will be giving gifts for New Year's, and 41% will be giving gifts for Christmas.
Similar to before the full-scale invasion, 52% of those surveyed plan to spend up to UAH 3,000 on gifts for the winter holidays. Another 17% plan to spend from UAH 3,000 to UAH 6,000. This year, the share of those who do not plan to spend money on gifts has increased.
Over 60% of respondents answered affirmatively when asked if they plan to celebrate Christmas on December 25. It's worth noting that before the full-scale invasion, 18% planned to celebrate Christmas on December 25, and another quarter planned to celebrate Christmas twice—on December 25 and January 7.
"When it comes to celebrating Christmas, December 25 is gradually becoming more legitimized in public consciousness and is pushing out January 7," commented Svitlana Khobta, an expert at Kantar Ukraine.
"In general, Ukrainians have adapted to current conditions and try to realistically assess the situation without falling into extreme pessimism. Therefore, expectations for the coming year are less pessimistic than last year. Winter holidays are traditionally associated with family—people want to feel cozy and communicate with loved ones. Gifts remain an important part of the celebration, and the increase in those planning to forgo them aligns with the growing trend of saving," summarized the expert.
