The omnichannel retailer Foxtrot during the sales period from February 1 to February 14, dedicated to Valentine’s Day, increased turnover by 31.6% compared to the same period last year, the chain’s press service reported.

According to the press release, during this period the most popular products were the category of portable electronics, the share of which in the overall structure of the company’s turnover this year amounted to 24% and increased by 20% compared to the turnover of last year’s promotion.

Sales in the small household appliances category accounted for 20% of total turnover, which is 48% more than last year, while the large household appliances category increased by 52%.

According to the network, hair dryers and multi-stylers were leaders in the female beauty category, with a 46% share. In the men's category, the most popular products were trimmers and electric shavers. At the same time, the company noted the gender balance of purchases.

“The greatest growth in quantitative terms was shown by hair dryers, but in monetary terms we see a significant increase in stylers, which is associated with the return of the Dyson brand to the Ukrainian market, as well as the growth of the hair dryer brush category. Such increased demand may indicate a gradual return of some women to Ukraine, in general - the restoration of positive consumer sentiment in all categories of male and female beauty. In addition, the medium+ and premium segment of goods is growing significantly," said Viacheslav Sklonny, commercial director of the Foxtrot company.

This year has seen a peacetime trend towards last-minute purchasing, he said.

Foxtrot is one of the largest omnichannel retail chains in Ukraine in terms of the number of stores and sales volumes of electronics and household appliances. As of November 2023, the network operates 122 physical stores in 67 cities and regional centers of Ukraine, as well as the online platform foxtrot.ua. Since the beginning of the full-scale invasion, the company has provided about UAH 20.5 million in assistance to the Ukrainian Armed Forces.