A key shopping event in the GCC region, White Friday sales continued to grow year-on-year generating 40 per cent more revenue with 19.28 per cent higher purchases in 2024 compared with the 2023 shopping season, driven primarily by creative campaigns, innovative personalisation tools, and in-app targeted marketing campaigns.
Key players in the Middle East’s e-commerce landscape, including Amazon, Noon and Flowwow, among others, used creative campaigns and AI personalisation tools to attract more customers during the peak shopping season of 2024. Spinning off the original Black Friday concept to align with regional trends, the region welcomed the ‘Yellow Friday Sale’ campaign by Noon, the ‘Brilliant Friday’ campaign by Swarovski, and the ‘Orange Friday‘ campaign by Flowwow in line with their respective brand identities.
Several reports indicate that MENA customers were ready to spend 10 per cent more during November sales this year compared with 2023. The UAE and Saudi Arabia remained local leaders in sales and shopping interest during the White Friday season.
Slava Bogdan, CEO at Flowwow, said, “The White Friday season, as a major shopping event in the region, brings together regional cultural nuances, innovative retail strategies, and evolving consumer behaviour. For e-commerce players and niche marketplaces, the ability to navigate in these trends by offering meaningful, locally inspired gifting solutions and comfortable customer experience ensures they remain at the forefront of the competitive MENA e-commerce market.”
The results of White Friday 2024 by Flowwow also show the broader trends within the gifting industry. There has been an 11 per cent rise in the confectionery category and gift boxes since the beginning of Q4, driven by the upcoming festive season and the region’s strong gifting traditions.
The company also witnessed a trend to support local products and companies in the Middle East, particularly in the UAE, as evidenced by the growth in sales among local sellers during White Friday. Consumers are increasingly supporting local brands during festive seasons, particularly choosing handcrafted and regionally inspired items.
Targeted marketing campaigns drive mobile commerce for White Friday
Smartphone in-app purchases on White Friday 2024 increased by 74 per cent compared with average Fridays in November, a sharp rise from 24 per cent in 2023. The data underscores White Friday’s growing prominence as a key event for mobile commerce, especially for iOS users, where activity spiked across key metrics.
Targeted marketing campaigns also drove non-organic installs (NOIs), which increased by 30 per cent on White Friday compared to average Fridays in November, according to marketing measurement, attribution and data analytics company AppsFlyer.
As companies in the Middle East compete to get consumers to download and engage with their apps, the research shows that events such as White Friday are an unmissable opportunity. This year, during White Friday, eCommerce and retail apps saw a 29 per cent spike compared to average Fridays in November, marking a considerable increase from last year, which showed only a 19 per cent spike.
Also noteworthy for Middle East mobile marketers, remarketing conversions surged by 81 per cent year-on-year, with iOS leading the way with a 123 per cent increase in value compared to White Friday 2023.
“White Friday 2024 in the Middle East highlights the region’s increasing embrace of mobile commerce, and it is one of the most anticipated shopping periods in the region,” said Sue Azari, Industry Lead – eCommerce at AppsFlyer.
“The 29 per cent year-over-year growth in in-app purchases, led by iOS gains and an 81 per cent surge in remarketing conversions, showcases how brands are effectively leveraging targeted strategies to engage consumers,” Azari added.
