Despite consistently high stress levels, Ukrainians are adapting to the reality of war year by year, and this directly affects their consumer behavior. Interaction with marketplaces and online stores is turning into a form of anti-stress scrolling, while the ability to make purchases anytime and anywhere has become one of the ways to regain a sense of normality and positive emotions. These findings are reflected in the latest wave of Gradus’ annual study, presented at the 19th Ukrainian Marketing Forum.

Exhaustion as the New Normal

According to the survey results, during the two years preceding the full-scale invasion, respondents’ subjective assessment of stress levels fluctuated between 76% and 83%, while during the full-scale war, 83% became the lowest recorded point. The peak came in the winter of 2025–2026, when 91% of respondents reported being in a state of deep stress.

At the same time, only around one-third of Ukrainians assessed their energy levels as satisfactory throughout 2024–2026. In March 2026, 69% reported low energy levels — and this share continues to grow gradually. This points to prolonged exhaustion becoming a habitual state and shaping new behavioral patterns, while people increasingly seek quick and accessible ways to maintain emotional balance.

Online Shopping as a Quick Source of Positive Emotions

One of these ways is through “small pleasures” linked to consumption. The study shows that the share of Ukrainians who feel a stronger need for personal pleasures during the war has been increasing every year. At the same time, feelings of guilt over impulsive or “non-essential” purchases are gradually weakening. In practice, this is shaping a new behavioral model in which shopping serves both as a way to satisfy practical needs and as a source of endorphins and emotional self-regulation.

This trend is further reinforced by the development of online shopping: already 56% of Ukrainians shop online several times a month or more frequently, including 19% who do so weekly. This share continues to grow steadily by 4–5% annually. Only 3% of respondents do not use online channels at all.

What Users Value on Online Platforms

The key drivers remain rational factors: competitive prices, broad selection, and a convenient user experience. At the same time, emotional motivation is becoming increasingly visible behind these choices: in a situation of chronic stress, it is precisely simplicity, accessibility, and instant gratification that make online shopping especially attractive for consumers.

According to sociologist, founder and CEO of the research company Gradus, Evgeniya Blyznyuk, consumption today goes far beyond purely rational decision-making and increasingly performs a psychological function. “Under conditions of prolonged stress and exhaustion, people are looking for simple and accessible ways to support themselves, regain a sense of control, and restore at least short-term stability. This is why even small purchases become a kind of ‘anchor’ for emotional balance. We are seeing the very logic of consumption changing: from ‘I need this’ to ‘this will help me feel better,’” the expert comments.

The study was conducted by the research company Gradus Research using the self-administered questionnaire method in the Gradus mobile application. The sample reflects the structure of the population of Ukrainian cities with more than 50,000 residents aged 18–60 by gender, age, city size, and region, excluding temporarily occupied territories and areas of active hostilities. Fieldwork period: March 23–24, 2026. Sample size: 1,000 respondents.

The full research report is available at the following link: https://umf.gradus.app/uk/