As the holiday season approaches, shoppers in the UAE are gearing up for two eagerly awaited retail events in November: 11/11 and White Friday.
This shopping season has become a cultural moment, offering deals and introducing customers to a myriad of new products. A recent study conducted by Amazon Ads in collaboration with Global Web Index (GWI) delves into the shopping behaviors and preferences of UAE audiences during this season, providing valuable insights for brands and advertisers.
The term ‘shoppers’ in the article below refers to surveyed Amazon shoppers from the GWI study.
Early shopping: The new norm
Many shoppers in the UAE are planning for their peak shopping season purchases in advance.
The study highlights that 23.8 per cent of shoppers surveyed start shopping as early as October. This shows that customers are eager to purchase their desired items before the peak shopping rush. In fact, 61 per cent of shoppers expressed concern about not finding the products they want due to out of stock reasons. The combination of early shopping habits and uncertainty on finding the desired products underscores the importance for retailers to prepare inventory well in advance and for customers to plan their purchases early.
This purposeful approach reflects shoppers’ strategic planning to make the most of the upcoming shopping events. For retailers, this indicates that the promotional window effectively opens earlier, presenting an opportunity to engage with customers who are ready to purchase. Being prepared to meet this early demand helps to enhance customer satisfaction.
Discovery and inspiration: The role of Amazon
Amazon can help shoppers with product discovery during the shopping season.
87.9 per cent of shoppers are very likely to discover new brands on Amazon leading up to 11/11 and White Friday, and this trend continues during the events, with 87.3 per cent maintaining this likelihood.
Moreover, 87 per cent of shoppers are very likely to look for inspiration on Amazon for things to buy, whether they make the purchase on Amazon or elsewhere. This shows that shoppers use Amazon not just as a shopping destination but also as a resource for discovering new products, gathering ideas, and keeping up with trends.
Advertising plays a role in this discovery process.
The study reveals that 84.8 per cent of shoppers are likely to make a purchase from an ad they see on Amazon during 11/11 and White Friday. Even more striking is that 89.3 per cent have said ads they’ve seen on Amazon leading up to the events have helped them discover new products and brands that they then purchased elsewhere.
This omni-channel influence demonstrates the power of Amazon’s advertising environment. Kantar’s Media Reactions 2024 research found that Amazon Ads comes in at the top of consumers’ preference for advertising environments, where it is perceived as being more relevant and useful.
The power of advertising and its lasting impact
Advertising can help drive sales and could potentially impact customer behavior
After the shopping season ends, 83.9 per cent of shoppers are likely to make a purchase from an ad they saw on Amazon. Additionally, 78.4 per cent are very likely to rely on ads to remind them to purchase products. This suggests that effective advertising can help extend the influence of 11/11 and White Friday well beyond the shopping events themselves.
The impact of advertising is further amplified when considering out-of-stock products. 79.3 per cent of shoppers are likely to purchase a product that was out of stock during the events because of an ad they saw afterwards. This underscores the importance of sustained advertising efforts, even when products are temporarily unavailable, to help capture deferred demand.
11/11 and White Friday: Balancing deals with brand loyalty
While deals and discounts are major attractions during 11/11 and White Friday, brand loyalty still plays a significant role in shopping decisions. The study shows that 72.2 per cent of shoppers are very likely to purchase a full-priced product after considering a discounted item from the same brand during the events.
Additionally, 74.2 per cent are likely to buy the same product again after the events, even if it’s not on sale.
This indicates that positive experiences with a brand encourages shoppers to continue purchasing the brand’s products, regardless of discounts. For retailers, this highlights the importance of delivering quality products and services during the peak shopping periods, as it can potentially encourage customers to choose their brand again in the future.
The shopping landscape in the UAE during 11/11 and White Friday is dynamic and evolving. For brands and retailers, understanding these customer trends is essential.
By engaging shoppers early, ensuring product availability, leveraging advertising effectively, and delivering smooth customer experiences, businesses can effectively utilise the opportunities presented by these major shopping events.
The potential for growth, shopper engagement, and long-term loyalty is significant for those who align their strategies with customer preferences and behaviors.
Sources:
Amazon Ads & GWI Study 2024, UAE, respondents who have shopped Q4 shopping events in 2023 and plan to do so in 2024.
Kantar Media Reactions 2024
