The White Friday sale has solidified its position as a pivotal shopping event in the GCC region, especially in the UAE.
Last week's White Friday marked one of the peak shopping moments and mega sales events in the Middle East and North Africa (Mena) retail season, generating 40% more revenue in 2024 compared to 2023, according to data from Flowwow, a global gifting marketplace. Mena customers increased their spending by 10% during November sales, with the UAE and Saudi Arabia leading in sales and shopping interest during the White Friday season.
White Friday has seen sales soar, with Flowwow data indicating a 19.28% increase in purchases in 2024 compared to the previous year. The 2024 data reveals broader trends in the gifting industry, including an 11% rise in confectionery and gift boxes since the start of Q4, driven by the festive season and the region's strong gifting traditions. The trend to support local products and companies is also evident, particularly in the UAE, with local sellers experiencing growth during White Friday.
To thrive in this competitive market, key Middle Eastern e-commerce players like Amazon, Noon, and niche marketplaces such as Flowwow have employed creative campaigns and innovative AI personalization tools to attract more customers during the peak shopping season. Local companies have adapted the Black Friday concept to align with regional trends, creating unique names like 'Yellow Friday Sale' by Noon, 'Brilliant Friday' by Swarovski, or 'Orange Friday' by Flowwow.
Slava Bogdan, CEO at Flowwow, emphasized the significance of gifting during White Friday, noting growth in categories such as flowers, premium confectionery, and personalized gift sets. This growth reflects the lead-up to the holiday season, when shoppers tend to spend more on gifts for loved ones.
Bogdan also highlighted the trend of supporting local brands during festive seasons, particularly with handcrafted and regionally inspired items. This trend reflects a desire to contribute to the local economy and find unique gifts that embody cultural significance. Supporting local businesses not only offers consumers meaningful gifting options but also strengthens community ties, resonating with shoppers preparing for the festive season.
The White Friday season, as a major shopping event in the region, integrates regional cultural nuances, innovative retail strategies, and evolving consumer behavior. For e-commerce players and niche marketplaces, the ability to navigate these trends by offering meaningful, locally inspired gifting solutions and a comfortable customer experience ensures they remain at the forefront of the competitive Mena e-commerce market, according to Bogdan.
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