White Friday 2024 has proven to be a standout shopping event in the Middle East and North Africa (MENA) region, generating 40% more revenue in 2024 compared to 2023, according to Flowwow, a global gifting platform.
This mega sale has cemented itself as a crucial part of the MENA retail calendar, with UAE and Saudi Arabia leading in sales and shopping interest during this period.
A Growing Shopping Trend
Flowwow’s data reveals that MENA customers spent 10% more during November sales this year. The shopping frenzy resulted in a 19.28% increase in purchases in 2024 compared to the previous year.
These numbers highlight how White Friday has grown into a key event, especially in the UAE and Saudi Arabia, where consumer enthusiasm remains at an all-time high.
Popular Categories and Gifting Trends
The event also showcased evolving consumer preferences in the region. Flowwow observed an 11% increase in sales of confectionery and gift boxes since Q4 began, fueled by the festive season and strong cultural traditions around gifting.
Shoppers leaned towards flowers, premium confectionery, and personalized gift sets, reflecting the growing importance of meaningful gifting during this time.
Local Brands Shine Bright
A noticeable trend during White Friday 2024 was the support for local businesses. Consumers in the UAE increasingly opted for handcrafted and regionally inspired gifts, contributing to the local economy. “Supporting local brands provides shoppers with unique, culturally significant options while fostering a sense of community,” said Slava Bogdan, CEO of Flowwow.
This focus on local products has become a defining characteristic of the region’s shopping culture, resonating with buyers preparing for festive celebrations.
Creative Campaigns and Retail Innovation
Major e-commerce players like Amazon, Noon, and Flowwow stood out by employing creative campaigns and AI-driven personalization tools to attract customers. Localized adaptations of Black Friday, such as Noon’s Yellow Friday Sale, Swarovski’s Brilliant Friday, and Flowwow’s Orange Friday, added a unique flavor to the shopping season.
“The White Friday event highlighted the significance of gifting and the growing interest in locally inspired and premium gifting solutions,” Bogdan shared.
A Game-Changing Shopping Season
White Friday 2024 showcased the dynamic nature of MENA’s retail market. It brought together cultural influences, innovative strategies, and changing consumer behaviors. E-commerce platforms that offer locally relevant, personalized experiences are well-positioned to lead in this competitive landscape.
As the holiday season approaches, the emphasis on meaningful gifts and support for local brands continues to shape the shopping experience in the region.
