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From fashion worldwide to power banks in Ukraine: Black Friday trends with war twist

From fashion worldwide to power banks in Ukraine: Black Friday trends with war twist Photo: it became known that Ukrainians buy the most on Black Friday (Getty Images)
Author: Liliana Oleniak

Black Friday in Ukraine starts this week. Brands, stores, and Ukrainians themselves have prepared for sales. But the war left its mark on this year's discount period, reports Admitad Ukraine.

The company analyzed online sales during Black Friday last year and estimated trends for 2023. So, in 2022, in general, sales in the world increased from 2% to 15%.

According to Admitad Ukraine, during the sale week, buyers in Ukraine increased their orders by 57%, and their spending by 22% compared to the normal period. This time, it is predicted that the total number of online purchases in Ukraine will increase by at least 7%, and brands expect a jump in sales of up to 60%.

What are the trends in the world and among Ukrainians

Last year, the world's most popular products on Black Friday were clothing, accessories, shoes and watches. Home and garden took the next step, electronics and smartphones took the third.

Ukrainian buyers differed greatly in terms of types of popular goods from world trends. The war left its mark on the needs of Ukrainians.

So, the sales leader last year was electronics, in particular, power banks, chargers, household appliances, and heaters. These products accounted for as much as 32% of all sales.

Next come goods from the Lamps and lighting category with 15.2% (in November 2022, blackouts due to Russian shelling have already begun). Home and garden products accounted for 14.9% of sales.

Only on the fourth step with 10.5% of sales were clothes, shoes and accessories. Even fewer Ukrainians bought auto parts and tools.

According to analysts, these products will not lose their popularity even on this year's Black Friday. Some categories will be more popular:

  • personal hygiene products and pharmaceuticals +85%;
  • auto parts +69%;
  • household appliances and electronics +32%;
  • clothes, shoes, accessories +29%;
  • electronics +25%.

Black Friday in Ukraine

Traditionally, at the end of autumn, everyone waits for Black Friday or Black Friday to buy products with deep discounts. This year it falls on November 24. But discounts in some stores will be valid not only on Friday. The sale will last at least a few days.

What not to buy on Black Friday in 2023 - read in the RBC-Ukraine.