CHRISTMAS AND NEW YEAR:
How Ukrainian holidays consumption has changed
CHRISTMAS AND NEW YEAR:
How Ukrainian holidays consumption has changed
December is the main month of emotional purchases.
The transition to celebrating Christmas on December 25 has finally shifted all holiday activity into December. It is now the “golden period” for FMCG brands.
64% of Ukrainians begin their holiday shopping as early as December 1, and for many, Black Friday has become the starting point of the Christmas shopping season.
45% spend more on New Year’s than on Christmas itself, but the entire purchasing wave takes place in December.
Global research forecasts a 5% decline in holiday spending in 2025, making consumers more selective — they look not for quantity, but for meaning.
New Habits of Ukrainians
1. Planning instead of impulse
Shopping begins in the first week of December — consumers want everything thought out in advance.
2. Gifts with meaning
People search not just for products, but for symbols of warmth and togetherness — even in standard FMCG categories.
3. Small joys > big purchases
Small “treats up to 300 UAH” (snacks, desserts, coffee, cosmetics) are becoming the new symbol of care and festivity.
What This Means for Brands
- Start earlier The holiday season now begins at the end of November. Those who launch communication before “All I Want for Christmas Is You” starts playing win first.
- Offer atmosphere, not products Recipes, family rituals, story-driven packaging — all create a deeper emotional connection. “Small acts of kindness” resonate stronger than glamorous promises. Not “buy now,” but “share the moment.”
- Influencers > ads Authentic “warm moments at home” formats deliver more engagement than traditional promo spots.
Immerse yourself in the holiday mood through heart-warming cases
1. Cadbury “Secret Santa Postal Service”
Idea
Cadbury turned Christmas into a celebration of kindness by creating the “Secret Santa Postal Service” — purple post boxes across the UK where people could send a chocolate bar to loved ones for free.
Execution
- Post boxes appeared in shopping malls, train stations, and major supermarkets.
- TikTok and Instagram launched storytelling videos with recipients’ reactions and short stories of “sweet kindness.”
- Each chocolate bar had a unique code that allowed senders to track delivery and share the moment online.
Results
- 400,000+ chocolate bars sent
- 50M+ social media reach
- Over 70% positive mentions on social media (Kantar data)
- Campaign won the Outdoor & Experiential Excellence Award 2024
Insight
A physical action (“send”) + digital sharing (“tell”) = a powerful emotional wave that people naturally want to continue. Cadbury didn’t just sell chocolate — it created a reason for warmth.
2. Sainsbury’s “The BFG Christmas Feast”
Idea
Sainsbury’s brought the magical world of Roald Dahl to life through a partnership with the Roald Dahl Company. The campaign transported viewers into the story of the Big Friendly Giant (The BFG), who prepares a giant Christmas feast.
Execution
- A TV spot voiced by a children’s choir showed the BFG cooking festive meals using Sainsbury’s products.
- Food influencers created recipes for “giant dishes,” recreating the fairytale atmosphere in their videos.
- Social media featured a UGC challenge — “Show your giant dish,” where users shared their festive interpretations.
Results
- One of the highest “Admiration Scores” in Zappi Research tests among UK Christmas campaigns of 2024
- Significant growth of Sainsbury’s Brand Love Index in Q4 2024
- 8M+ video views in the first week
Insight
A fairytale narrative + an everyday product = emotional brand magic. Sainsbury’s showed how a supermarket can become the place where the holiday begins.
3. Aldi “Kevin the Carrot and the Christmas Factory”
Idea
Aldi continued its long-running saga about Britain’s favourite character — Kevin the Carrot.
In 2024, Kevin arrived at a magical factory where the “best Christmas dishes” are made — a playful parody of Willy Wonka.
Execution
- TV spot + YouTube versions + TikTok and Instagram campaign
- Children’s books, plush toys, and an online game launched based on the story
- The character appeared on festive packaging and in-store POS materials
Results
- 25M+ video views
- All merchandise sold out within 48 hours
- Aldi ranked #1 in the UK Brand Love Index 2024
- 12% sales increase in December (WARC data)
Insight
A long-term character with personality is more than a mascot — it becomes the heart of the brand. Aldi proved that even budget retail can build its own Christmas mythology that lives for years
Key Insight
Christmas has fully moved into December — and with it, the heart of consumption.
December is no longer the anticipation of the holiday, but the holiday itself.
And brands must be part of it — together with Vivid!