The war in Ukraine has significantly changed the consumer behavior of citizens. A survey conducted by the company Budhouse Group and Ukrainian Council of Shopping Centers in August 2023, was the first full-scale analysis since the beginning of Russian aggression. This study allows us to understand how the events taking place in the context of war affect consumer activity and shopping strategies in shopping centers.
One of the key findings is that visitors to shopping centers have become more targeted in their purchases.
"Several indicators confirm this, including the number of stores visited, the duration of the visit, the percentage of casual visitors, and the conversion of visitors to customers. The conversion rate (the share of customers among visitors) increased by 5%, while the duration of the visit decreased by 11%. Additionally, the number of stores visited by each customer decreased by 30%. The frequency of visits has not decreased, but, on the contrary, the same people began to visit the shopping center much more often (1.5 times)," says Anatoliy Shkriblyak, President of Budhouse Group.