Creative campaigns, AI-powered personalization, and a growing preference for local products drive record-breaking sales across the Middle East.
The White Friday sale has become an iconic shopping event in the Middle East and North Africa (MENA) region, with 2024 marking a significant milestone in its growth. This year’s sale season generated a remarkable 40% increase in revenue compared to the previous year, cementing White Friday as one of the most anticipated retail events in the GCC. The surge in sales reflects evolving consumer behaviors, enhanced by creative campaigns, innovative technology, and a shift towards supporting local businesses.
A Record-Breaking Year
Data from Flowwow, a global gifting marketplace, reveals that MENA customers spent 10% more on November sales this year, signaling a broader trend of heightened consumer activity. The UAE and Saudi Arabia continue to lead the region, dominating sales figures and shopping interest during the White Friday season. The volume of purchases also increased by 19.28% in 2024, further emphasizing the event’s growing significance in the region’s retail calendar.
In particular, the gifting industry saw considerable growth, with categories such as confectionery and gift boxes experiencing an 11% rise in sales. This uptick is largely attributed to the region’s strong gifting traditions and the festive season approaching in December. Flowwow CEO, Slava Bogdan, highlighted that White Friday serves as an essential period for boosting sales in items like premium confectionery, flowers, and personalized gift sets, underscoring the event’s crucial role in the region’s retail landscape.
Innovation Through Personalization and Campaigns
The Middle Eastern e-commerce giants, including Amazon, Noon, and niche marketplaces like Flowwow, have adopted a range of innovative strategies to capture the attention of consumers. One notable development has been the use of artificial intelligence (AI) for personalized shopping experiences. AI-powered tools have enabled platforms to tailor product recommendations and offers to individual preferences, enhancing the overall customer journey and increasing conversion rates during the high-demand sales period.
Local e-commerce platforms have also embraced creative marketing strategies by adapting the Black Friday concept to fit the region’s cultural nuances. Noteworthy examples include Noon’s “Yellow Friday Sale,” Swarovski’s “Brilliant Friday,” and Flowwow’s “Orange Friday.” These localized names create a sense of regional identity while tapping into the global fervor for holiday shopping.
Supporting Local Products and Businesses
A key trend in this year’s White Friday sales has been the growing consumer preference for supporting local products and businesses. This movement is particularly evident in the UAE, where there has been a rise in the purchase of handcrafted, regionally inspired items. This shift aligns with a wider desire to contribute to the local economy while finding unique, culturally significant gifts for the holiday season.
Consumers are increasingly drawn to locally sourced goods, which not only offer a more meaningful connection to the culture but also reflect a growing trend of community solidarity. “Supporting local businesses not only offers consumers meaningful gifting options but also strengthens ties to the community,” said Bogdan, emphasizing the importance of this trend in today’s retail climate.
A Bright Future for MENA E-Commerce
As the White Friday event continues to evolve, it remains a reflection of the dynamic MENA e-commerce market. Retailers who can effectively navigate these trends—offering culturally relevant, personalized products and exceptional customer service—are well-positioned to thrive in the increasingly competitive landscape.
Bogdan’s insights illustrate the growing importance of creating tailored experiences that resonate with MENA shoppers, particularly during key sales events like White Friday. “For e-commerce players and niche marketplaces, the ability to offer locally inspired gifting solutions and seamless customer experiences will ensure they remain at the forefront of the MENA e-commerce market,” he said.
As the MENA region’s e-commerce sector continues to grow, the White Friday sales event has firmly established itself as a key player in shaping consumer habits and driving retail innovation in the region. With sales growth, technological advancements, and a continued preference for local goods, 2024’s White Friday event was a resounding success—and a sign of more record-breaking years to come.
