Black Friday is one of the most important events for retailers in the Middle East. Retailers have been expanding the initial two-day period and now the event stretches from the start of November all the way till mid-December. Our latest study on Black Friday shows that MENA consumers spend as much as 20 per cent of the annual online sales during this period. Last year, consumers bought 2x of what they bought in 2019. This year is expected to be even bigger as 80 per cent of Middle East consumers are expected to buy during this Black Friday period.
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