As the final few days of ‘a great discount’ linger following White Friday and Cyber Monday sales, the time has come to look back and reevaluate the marketing playbook.
While consumers in the Middle East and North Africa (MENA) region spent 12 per cent more during the sale week in 2024, compared with the previous year, the year-on-year effect on revenues and the associated excitement around sales and discounts has waned considerably, according to data from Admitad.
Admitad studied more than 10 million orders placed during sale weeks and the regular periods without any special discount, including more than 400,000 orders in the MENA region.
The excitement of previous years, when sales
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