Sales in Ukraine’s Epicenter stores surge over 35% during Black Friday campaign

Sales at Epicenter stores increased by 35.5% during the first days of the Black Friday promotion (November 22–24) compared to the same period in October, according to the company's press service.

The Black Friday campaign at Epicenter's retail locations and online store, epicentrk.ua, kicked off on November 22. The initial days of the sale demonstrated a surge in interest among Ukrainian shoppers, with discounts reaching up to 70%. Notably, sales of New Year’s items – such as Christmas trees, decorations, and toys – soared 16-fold during this period. Additionally, sales of cosmetics, gifts, textiles, and children's toys roughly doubled.

Automotive products also experienced robust growth, driven by the onset of colder weather and seasonal demand for items like windshield wipers (up 4.5 times), washer fluid (up over threefold), and winter tires (nearly doubled).

Following a new wave of missile strikes targeting Ukraine's energy infrastructure and the return of rolling blackouts, demand for energy-related products spiked. Sales of power stations quadrupled, while sales of power banks and generators tripled. Gas cylinders and portable stoves saw sales increase by 2.5 times. There was also notable growth in sales of battery-powered lamps and lighting, as well as winter clothing and footwear.

"Seasonality and external factors, such as weather changes or rolling blackouts, significantly influence the dynamics of related product categories. Black Friday sales in Ukraine are also heavily impacted by external conditions, including media coverage, consumer sentiment, and the frequency and duration of air raid alerts," commented Dmytro Tanko, Epicenter's Director of Retail.

The company anticipates further growth in sales closer to the end of the campaign, which will run through December 2.

Epicenter K operates as an omnichannel ecosystem, incorporating the Epicenter and Nova Linia retail chains, the e-commerce site epicentrk.ua, the agricultural holding Epicenter-Agro, the Epicenter Ceramic Corporation tile factories, Osmoloda Timber Processing, and various logistics facilities.

Before Russia's full-scale invasion, the Epicenter retail network included over 80 shopping centers across Ukraine. Seven locations were destroyed by the war in Mariupol, Nikopol, Bucha, Chernihiv, Kharkiv, and Kherson (two centers). Three additional locations (in Melitopol, Kramatorsk, and another in Kharkiv) remain closed due to occupation, shelling, or proximity to conflict zones.

Currently, the group's retail network comprises 71 stores in Ukraine.

According to Ukraine's Unified State Register of Legal Entities, Epicenter K LLC's shareholders include Oleksandr Hereha (51.3%), Halyna Hereha (47.97%), and Tetiana Surzhyk (0.73%).