Portrait of happy lady in sunglasses standing with colorful shopping bags in hands on over pink background. Young woman standing in white shirt and denim shortsThis festive season is set to boost MENA’s e-commerce market to $80.3 billion and lead regional growth, with turnover expected to grow by at least 14 per cent and online purchases by 13 per cent.
The significance of the festive season is reflected in the structure of demand, which splits between practical, long-term value-driven purchases and spending on celebrations and experiences. Early festive sales across the MENA region have already seen an impressive surge, driven by overall e-commerce acceleration, a high concentration of promotions, and a wide range of cultural celebrations.
Based on an analysis of five million orders in MENA by Admitad and Flowwow, White Friday and Cyber Monday generated a record 59 per cent increase in gross merchandise value (GMV) and a 46 per cent rise in order volume compared to the average weekly number in 2025, while Flowwow reported a 250 per cent spike in online gifting GMV on 28 November. AOV across MENA increased from $44 to $53.
Top in-demand categories remain focused on utility and a home mindset: home and garden at 20 per cent, fashion at 18 per cent, electronics at 17 per cent, toys and hobbies at 11 per cent, beauty and health at nine per cent, auto and parts at five per cent, and sports items at four per cent.
Meanwhile, the fastest-growing segments capture joy and experience, as shoppers invest not only in physical products and utility, but also in holiday experiences. Categories such as online gaming at 29 per cent, toys at 23 per cent and plane tickets at 19 per cent emerged as new leaders among top growth drivers last December.
Anna Gidirim, CEO of Admitad, commented, “This year, we expect at least 13 per cent more online purchases during the festive period, with GMV increasing by no less than 14 per cent. We anticipate fashion, home goods, online gaming and electronics to lead the category rankings. We also project strong performance in the travel segment.”
The data shows MENA shoppers prepared earlier for holidays this year – well before the festive rush from mid November to the end of December. This window is expected to become the leading shopping moment of the year in terms of GMV, order volume and AOV.
Saudi Arabia and the UAE show different festive spending patterns
Cultural and economic specifics shaped different spending patterns in Saudi Arabia and the UAE, although both markets show strong interest in festive deals.
In Saudi Arabia, festive purchases are closely tied to a value-for-money mindset where price and quality are dominant factors. This behaviour aligns with family-oriented cultural patterns, with shoppers prioritising family and home needs. Last December, this preference reflected growing demand for jewellery, home goods and child products. The festive season in Saudi Arabia recorded a 12 per cent increase in GMV and a 10 per cent rise in order volume, while AOV increased from $50 to $52. The share of mobile purchases rose from 45 per cent to 50 per cent.
During the same period in 2024, UAE customers paid relatively more attention to fashion, as well as car and sport-related items compared to the rest of the region. These lifestyle-oriented categories reflect a focus on self-expression and emotionally motivated purchases, with a higher AOV of $105 than Saudi Arabia and the MENA average. In the UAE, order volumes grew by 13 per cent and GMV by 14 per cent year on year. Mobile-led shopping also increased, rising from 47 per cent to 51 per cent.
UAE gifting behaviour and cross-border demand
The UAE spending pattern is also shaped by different social contexts. A highly diverse, international population and an intense calendar of celebrations extend the festive mood across White Friday, Cyber Monday, Christmas, New Year and the Dubai Shopping Festival.
This demand is reflected in Flowwow’s category mix, where the most in-demand items relate to mood, care and small treats from local sellers: delicious sets at 107 per cent, holiday home preparation at 196 per cent, edible bouquets at 27 per cent, and confectionery and bakeries at 19 per cent.
Cross-border gifting further highlights this celebration-led behaviour. Last December, 50 per cent of purchases were made outside the UAE, with top destinations including the UK, the USA, Germany, the Netherlands and Russia.
Slava Bogdan, co-founder and CEO of Flowwow, commented: “In MENA, the festive season is not limited to discounts. It’s also a time when people look for ways to celebrate and stay emotionally connected with their loved ones whenever the distance. Our consumer survey shows how emotions become decisive drivers in online shopping. Shoppers constantly prioritise their feelings throughout any step of the journey: they look for trust signals such as customer reviews, want reliable on-time delivery, pay close attention to wrapping, and expect a strong photo-to-reality match. That’s why the festive season in MENA is increasingly emotion-led, when authenticity matters more than ever.”
December momentum and order volume growth
To forecast December performance in 2025, Flowwow and Admitad analysed more than 500,000 online purchases made in December 2023 and 2024. The last festive season emerged as a key driver for regional online shopping, delivering a 19 per cent uplift in December and a 44 per cent surge in November, while other busy periods in March – Ramadan and Eid Al Fitr – brought 11 per cent and 14 per cent respectively.
Order volumes last December also showed positive dynamics with 17 per cent growth, while over 71 per cent of online purchases in MENA came from marketplaces.
The online gifting sector also experienced strong consumer activity during the festive period. Last November–December, Flowwow recorded two times growth, or a 91 per cent increase in GMV, a 66 per cent rise in order volumes and a 15 per cent increase in AOV to 253 AED.
With strong early festive momentum, late December is expected to bring another peak in e-commerce activity driven by pre-holiday preparation and last-minute shopping. AOV is forecast to exceed $52, while Flowwow is expected to see two demand peaks ahead of Christmas and New Year, with a 40 per cent year-on-year increase in order volumes and GMV.
