Platformance, the outcomes-based advertising platform, has release its 2024 Q4 Shopping Season Report, revealing the rise of the “Deal-Catcher”, a new consumer profile reshaping how brands must compete during the region’s biggest retail quarter.
Built on data and behavioural insights across the UAE, Saudi Arabia and Egypt, the report provides a timely roadmap for advertisers preparing for Singles’ Day, White Friday, Black Friday and Cyber Monday, where competition for wallet share reaches its annual peak.
The Platformance deal-catcher: A new Q4 consumer mindset
Platformance’s findings reveal a fundamental shift in how shoppers enter Q4:
- One in three MENA shoppers approach Q4 without a defined shopping list, actively seeking inspiration rather than specific products.
- Category-level searches surge from September, well before brand or product searches begin — signalling an early window to influence consumer intent.
- Consumers are no longer choosing between brands, but between categories, allocating flexible budgets across fashion, electronics, beauty, home and more.
This evolution signals the end of discount-only strategies and the dawn of value-led competition, where timing, media and channel precision become critical advantage points.
From discounts to strategy: Key implications for marketers
The report introduces a framework based on the spectrum of planned vs. flexible spend, guiding brands on how to tailor their Q4 advertising strategy depending on product category and consumer mindset:
- For Planned Spend categories (e.g., electronics, large appliances), the strategy is to reinforce intent and provide the final validation and nudge for high-consideration purchases.
- For Flexible Spend categories (e.g., beauty, fashion, toys), the strategy is to inspire spontaneous discovery, with the deal acting as the trigger for an unplanned purchase.
This approach demands differentiated solutions: using Programmatic & YouTube to intercept early category intent, and deploying Retail Media, Affiliate and Pay Per Outcome (PPO models) to convert late-stage intent with measurable outcomes, all while protecting profitability.
Waseem Afzal, Founder & CEO of Platformance, commented, “Q4 is no longer about mass promotions, it is a strategic contest for consumer waller share. The Deal-Catcher is highly budget-conscious but ultimately persuadable, which means brands must move beyond category competition and adopt a segmented approach.
Afzal added, “Our report provides the roadmap for being targeted and differentiated in the use of discounts and advertising solutions, ensuring brands maximise profitable transactions – whether that’s securing an opportunistic purchase in a flexible category or providing the final confidence for a high-value planned purchase. Those that execute this segmented strategy will win wallet share that lasts beyond the season.”
