In Ust-Kamenogorsk, the opening of a shoe shop turned into a stampede among visitors. A large number of people gathered near the area for handing out free food and shoes, which led to a crush.
WHAT HAPPENED
According to eyewitnesses, a festive concert and the distribution of treats were organised for guests at the opening ceremony. Visitors were offered pilaf, candy floss, and 100 free pairs of shoes.
Towards the end of the event, the number of people increased, after which a stampede began in the distribution area: visitors tried to get food and gifts as quickly as possible. The situation nearly led to injuries.
Online users attribute the incident to the format of the promotion — free treats and a limited number of gifts created high demand and sparked a frenzy.
OTHER INCIDENTS WITH FREE PROMOTIONS
Similar cases have already occurred in Kazakhstan. In September 2022 in Kyzylorda, the distribution of free pilaf on City Day ended in a stampede and a brawl, during which a cook was injured.
In March 2023, during the Nauryz celebrations in various cities, crushes occurred in queues for free food — people tried to take more treats than the organisers had intended.
In June 2025 in Aktau, the distribution of free ice cream for Children's Day also led to a stampede. Several children got lost in the crowd and could not find their parents.
Another example is a charity event in Atyrau. A free apple-picking session in the garden near Victory Park, organised by the deaf society, ended with damage to 170 trees and the destruction of the irrigation system. Some visitors broke branches and shook the trees instead of picking carefully.
CONTEXT AND SIGNIFICANCE
Practice shows that promotions with limited free giveaways, without a well-thought-out system of control, can lead to stampedes, which calls into question the wisdom of holding them in such a format.
It is important for organisers of mass events and business owners to consider the risks when planning such promotions: ensure crowd control, devise a distribution system, and implement safety measures in advance to avoid threats to visitors.