Retail is currently operating in difficult conditions of economic uncertainty and high levels of consumer stress. In such an environment, emotions are the key driver of sales, as evidenced by a study by Dive & Discovery Research in January 2026. According to the analysis, most decisions about purchases in stores are made without planning, and the emotional state of the buyer directly affects the structure of the basket and the final check. At the same time, the majority of food purchases are made in traditional retail, while the share of online purchases is 4%.

According to the survey, Ukrainians mainly make purchases by directly visiting physical stores. At the same time, the share of online orders is statistically higher among men, which may be due to restrictions on their movement outside the home. At the same time, 75% of buyers tend to make spontaneous purchases. This is especially common among young people, who are open to new experiences and more often seek to pamper themselves.

The choice of store is often spontaneous: in a third of shopping situations, consumers did not have a predetermined retail chain. The main rational trigger for spontaneity is promotions. For example, 56% of impulse purchases are initiated by discounts or shelf visibility. Such purchases are associated with a higher average check. The shelf also plays a significant role.

Caring for others is the most common motive for spontaneous purchases, but less is spent on it than on self-care. The most “expensive” emotional triggers are the desire for comfort, joy, and improved mood. It is the emotional state that directly affects the structure of the basket. The smallest basket is formed in a neutral state – inertia works. Any strong emotion (positive or negative) expands the basket. Stress expands the basket through compensation. However, in stress, cheaper options are more often chosen – there are more categories, but the average check is not always maximum. But positive emotions form a “quality basket”. Joy, inspiration and satisfaction increase the share of more valuable and marginal categories. This is a model of reward and upgrade of the quality of life. Emotional triggers that increase the check: the desire to improve mood, get joy, comfort. In contrast, emotions of relaxation or stress relief do not stimulate an increase in spending.

In general, people who go shopping in a positive mood are more responsive to promotions and more likely to pay attention to advertising at the point of sale. Promotions and discounts, advertising in the store more often stimulate spontaneous purchases of people in a good mood. At the same time, visitors in a bad or neutral mood are passive to such offers.