Online Shopping as a Stress Reliever: New Habits and Drivers of Consumption

Despite consistently high stress levels, year after year Ukrainians are adapting to the reality of the war, and this directly affects their consumer behavior. Interacting with marketplaces and online stores is turning into a kind of anti-stress scrolling, and the ability to make a purchase anywhere and anytime is one of the ways to regain a sense of normality and positive emotions. This is evidenced by a new wave of the annual Gradus study, presented at the 19th Ukrainian Marketing Forum.

Exhaustion as the new norm

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

At the same time, only about a third of Ukrainians during 2024–2026 assess their energy levels as satisfactory. In March 2026, 69% reported low energy levels — and this share is gradually increasing. This points to prolonged exhaustion, which is becoming a habitual state and shaping new behavioral patterns; instead, people are looking for quick and accessible ways to maintain emotional balance.

A third of Ukrainians are still holding on

Online shopping as a quick source of emotions

One such way is “small joys” through consumption. The research shows that the share of Ukrainians feeling a greater need for personal pleasures during the war is growing every year. At the same time, the feeling of guilt for impulsive or “optional” purchases is gradually weakening. In fact, a new behavioral model is forming, where shopping acts not only as an opportunity to meet one’s needs, but is also used as a source of endorphins and a method of emotional self-regulation.

This trend is also reinforced by the development of online shopping: 56% of Ukrainians already buy online several times a month or more often, including 19% — weekly. And this share is steadily growing by 4–5% every year. Only 3% of respondents do not use online channels at all.

More than half make online purchases several times a month or more often

What users value on online platforms

Rational factors remain the key drivers: favorable prices, a wide selection, and a convenient user experience. But behind them, emotional motivation is increasingly clear: in a situation of chronic stress, it is simplicity, accessibility, and instant gratification that make online shopping particularly attractive to the consumer.

Feel a need for personal pleasures as a way to maintain emotional state

According to sociologist, founder, and CEO of the research company Gradus Yevheniia Blyzniuk, consumption today goes far beyond purely rational choices 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 achieve at least short-term stability. That is why even small purchases become a kind of ‘anchors’ of emotional balance. We see how the very logic of consumption is changing: from ‘I need this’ to ‘this will help me feel better’,” comments the expert.

The study was conducted by the research company Gradus using the self-completion questionnaire method in the Gradus mobile application. The sample reflects the population structure of cities with more than 50 thousand inhabitants aged 18–60 by gender, age, settlement size, and region, excluding temporarily occupied territories and areas of active hostilities. Fieldwork period: March 23-24, 2026. Sample size: 1000 respondents.

The full research report is available on a commercial basis via the link: https://umf.gradus.app/uk/