On the eve of the holidays, Ukrainians traditionally look for family-friendly films, recipes for festive dishes and gift ideas. Despite the challenging circumstances, more than 60% of the population is ready to celebrate the New Year and Christmas, keeping the festive spirit alive. Find out more about how the search queries and sociological moods of Ukrainians have changed and which holiday traditions remain relevant even in difficult times

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For many Ukrainians, the New Year is a time of reboot and new plans. People traditionally perceive this period as an opportunity to start life from scratch, like an artist preparing a new canvas for an inspired work.

Usually, during the holidays, people dream of global (and not so global) changes: from personal development to professional growth. Everyone is looking for their own unique path - someone wants to conquer language peaks, someone dreams of a career leap, and someone plans to get closer to their family.

The Codes team decided to investigate how the search queries and sociological moods of Ukrainians have changed in 2022-2024. So let's see if the traditional New Year's belief in positive changes remains amid the difficult social situation in the country.

The analysis is based on search query statistics and the results of opinion polls.

Pre-holiday mood survey: how many Ukrainians are looking forward to the New Year holidays?

In November 2024, we monitored search queries related to pre-holiday topics in different countries. Comparing the interest of the population revealed some patterns and peculiarities.

The difference in approaches to preparing for the winter holidays is immediately apparent. While Ukrainians traditionally become more active in November and December, their foreign friends start their holiday searches much earlier. The Danes and the British start looking for a holiday as early as September, and the Canadians - even as early as August.

It is important to understand that the statistics are based on official population data, which currently does not fully reflect the real situation.

Despite the difficult military realities, opinion polls show that holiday moods are stable. More than 60% of Ukrainians plan to celebrate New Year and Christmas, which is almost the same as in the early war years.

The level of interest in the topics ‘Christmas’ and ‘New Year’ (data is presented in the form of comparative statistics of queries in the first month of preparation for the holidays):

- Italy - 49,454,015 requests;

- France - 53,329,540 queries;

- United Kingdom - 50,560,902 queries;

- Sweden - 4,134,480 requests;

- Austria - 2,911,710 searches;

- Germany - 26,611,777 requests;

- Netherlands - 3,925,290 requests;

- Poland - 7,891,670 requests;

- Portugal - 2,072,760 requests;

- Finland - 1,112,840 requests;

- Denmark - 1,155,180 requests;

- Spain - 8,597,010 requests;

- Czech Republic - 1,750,640 requests;

- Switzerland - 1,317,740 requests;

- Belgium - 1,389,680 requests;

- Canada - 3,879,858 requests;

- Romania - 1,559,820 requests;

- Ukraine - 472,670 searches.

Christmas vs New Year: comparison of Ukrainian and international trends

The analysis of search queries revealed interesting transformations in the preferences of Ukrainians. First of all, there is a noticeable increase in interest in information about holidays in their native language.

Compared to previous years, the study showed a change in preferences: queries about Christmas are gaining popularity, while interest in the New Year is slightly declining. However, the overall emotional attachment of Ukrainians to both winter holidays remains consistently high.

Interestingly, in this context, we have a lot in common with the Poles. Our neighbours show almost the same number of requests for Christmas and New Year's Eve, which fully correlates with Ukrainian trends.

The international picture is striking in its diversity. For example, the Dutch show a strong affinity for Christmas, while Romanians clearly prefer to celebrate the New Year.

Each country has its own cultural characteristics and celebration traditions, which are clearly reflected in search queries and social sentiment.

Preference statistics:

- Romania: New Year - 39,530 searches, Christmas - 19,280 searches;

- Sweden: New Year - 53,850 searches, Christmas - 38,100 searches;

- Ukraine: New Year - 76,360 requests, Christmas - 55,920 requests;

- Denmark: New Year - 50,350 requests, Christmas - 42,470 requests;

- Poland: New Year's Eve - 164,960 searches, Christmas - 165,040 searches;

- Italy: New Year's Eve - 263,060 searches, Christmas - 316,540 searches;

- Spain: New Year's Eve - 126,190 searches, Christmas - 162,290 searches;

- Germany: New Year - 464,330 searches, Christmas - 595,260 searches;

- Czech Republic: New Year's Eve - 49,830 searches, Christmas - 64,330 searches;

- Austria: New Year - 58,850 searches, Christmas - 77,510 searches;

- Finland: New Year's Eve - 27,280 requests, Christmas - 42,950 requests;

- Switzerland: New Year - 35,070 searches, Christmas - 55,920 searches;

- Belgium: New Year's Eve - 13,640 requests, Christmas - 22,890 requests;

- France: New Year's Eve - 177,360 searches, Christmas - 301,610 searches;

- United Kingdom: New Year - 272,100 searches, Christmas - 634,150 searches;

- Canada: New Year's Eve - 18,710 requests, Christmas - 46,780 requests;

- Portugal: New Year's Eve - 17,380 requests, Christmas - 48,430 requests;

- Netherlands: New Year's Eve - 25,640 queries, Christmas - 103,340 queries.

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Holiday expectations: what are Ukrainians planning?

This year's pre-holiday survey demonstrates the resilience of traditional Ukrainians' moods. Despite the difficult military conditions, people continue to cherish the hope for family comfort and festive atmosphere.

The survey results showed that Ukrainians have fairly predictable, yet deeply emotional plans for the winter holidays:

- more than half of the respondents (57%) dream of spending time with their families, drawing support and warmth from each other;

- 38% want to create a romantic atmosphere by dedicating the holidays to a loved one;

- culinary traditions and a festive table are an important part of the holidays for 26%;

- 25% plan to devote time to creating a festive atmosphere by decorating the Christmas tree and home.

Of course, the reality may differ significantly from expectations. Many Ukrainians will spend the holidays defending their homeland.

An analysis of online queries confirms these trends. However, to complete the picture, it is worth looking at what the holiday mood looks like around the world, as each country has its own cultural characteristics and traditions.

Top search categories:

- Favourite films. 235,430 searches were for films. Ukrainians are not limited to classics like Home Alone. Other favourite films are also trending: from the fairytale journey of Charlie and the Chocolate Factory to the ironic comedy How the Grinch Stole Christmas.

- The melody of national dignity. 138,170 requests were made for carols. These numbers are more than just a musical search. It is evidence of a deep cultural memory and the preservation of traditions.

- Holidays against all odds. Where to go on holiday (43,790 requests) and how to have fun (4,490 requests). Despite the martial law, Ukrainians are looking for opportunities for joy. The large number of requests for holiday destinations demonstrates that holidays are not a luxury but a necessity.

- Culinary experiments. 11,900 requests for holiday dishes reveal an interesting trend. From traditional kutia to modern canapés, Ukrainian cuisine is evolving while remaining authentic.

Ukrainians have proved that holidays live not in dates, but in hearts. Even in difficult times, we know how to create joy, preserve traditions and support each other.

When do you start preparing for the holidays?

The traditions of preparing for the winter holidays in Ukraine have unique features that are strikingly different from European approaches.

European countries start their festive preparations much earlier. Denmark is fully immersed in the pre-holiday atmosphere as early as mid-September. Germany, Switzerland and Austria are actively preparing from late October to mid-December. Italians and Spaniards are most active in searching for information about the holidays in late November and throughout December.

Ukraine has its own holiday rhythm. Our ‘pre-holiday fever’ starts in the first days of November, and the real peak is in the last three weeks of the year.

An interesting phenomenon of Ukrainians is the ability to plan holidays almost on the last days before the New Year. This fundamentally distinguishes us from Europeans, who are much more planned.

When do people around the world start preparing for the holidays:

- Canada is the earliest to start preparations;

- Denmark, the United Kingdom, Finland, Romania, Belgium and other countries also actively search for information about the holidays in early November;

- The Netherlands, France, the Czech Republic and Portugal start preparations in late November or early December;

- Germany, Austria, Switzerland, and Italy become more active in mid-December;

- Sweden, Spain and Poland - closer to Christmas and New Year.

- Ukraine has peak searches in early December, which indicates that people are actively preparing for the holidays during this period.

Christmas gift shopping: a tradition of sharing love

Pre-holiday statistics reveal unexpected facets of the Ukrainian mentality. It turns out that the world of gifts is a whole social psychology.

In our country, women are turning online shopping into a real strategic operation, almost four times more often than men, looking for the perfect gifts for their halves.

Canadian men, on the other hand, demonstrate the opposite tactic - they are more active than women in search of gifts. In Switzerland, on the other hand, the hand-made culture prevails: people prefer presentations created with their own hands, turning a gift into a real work of art.

Ukrainians do not deviate from the tradition of exchanging gifts: 80% of the population remain faithful to this rule. Interestingly, 35% are looking for gifts both online and offline, like real hunters for unique finds.

Last year, Ukrainians most often chose gift sets, game consoles, warm sweaters, and board games.

It is especially touching that charity is becoming a real holiday tradition. While at the end of 2022, 61% planned to support the army, in 2023 the figure rose to 68%. 66% of Ukrainians consciously choose stores that support the Armed Forces.

The average budget for gifts is about UAH 2,185. At the same time, 37% are willing to spend extra time searching for foreign goods to save money, demonstrating a great deal of savvy.

The main thing in these statistics is not numbers, but humanity. Ukrainians prove that even in difficult times, we know how to give joy, support each other and turn everyday life into a holiday.

Let us remind you! The Christmas tree has long been a true symbol of the upcoming holidays. Even in difficult times, Ukrainian cities continue to live and create a fairy tale. Find out in more detail which Ukrainian cities have already lit their Christmas trees and what they look like.

Photo: Freepik

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