By Mahmoud Shammout, Research and Insights Lead – TikTok For Business METAP
Black Friday became a global, retail phenomenon almost 60 years ago in the US. It was originally a one-day bargain event held after Thanksgiving Day paving the way to the Christmas shopping season. In 2014, souq.com (which we now, of course, know as Amazon) was the first to import the concept to this region.
Today, Black Friday, as well as its eastern counterpart, Singles Day, has become the region’s biggest annual promotional season, extending from the 11th of November until the end of the month, and they are gaining momentum year-on-year with many more regional players such as Noon, ExtraStore, Jumia, Jarir, Des
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