As the fourth quarter (Q4) of 2025, known as the holiday season, gets underway, brands are gearing up for one of the most competitive shopping periods of the year. And, with social media platforms becoming key players in the commerce landscape, understanding consumer behaviour has never been more critical. TikTok’s latest insights reveal a decisive shift in how the Middle East, discovers, evaluates, and buys. Platforms such as TikTok now influence every stage of the purchase funnel, and brands have a clear opportunity to think about how they connect with distinct shopper personas in tailored ways that can drive engagement and conversion.
“Creativity is at the heart of TikTok, and it’s essential for brands to embrace that creativity in their advertising strategies,” says Aref Yehia, Head of Business Partnerships for Retail & E-Commerce, Global Business Solutions, MENA – TikTok. “When brands invest in understanding their audience’s behaviour and in crafting content that speaks to their motivations, they can significantly enhance their impact during the shopping season.”
TikTok’s research shows that the platform drives 77 per cent of product discovery in the MENA region, a 1.2x higher spend when it’s involved, and a remarkable 92 per cent of post-purchase advocacy. And the impact is even more pronounced in Saudi Arabia, where 47 per cent of shoppers make unplanned buys after seeing a TikTok video. Millions of Q4 shopping-related searches were recorded in KSA in Q4 2024, a trend replicated across the MENA region as a whole, and 94 per cent of shoppers in the region said TikTok’s For You feed is where every purchase journey begins.
Trust plays a huge role in supporting digital media-led spending in the region, with 63 per cent finding branded content on TikTok more trustworthy. And users aren’t just tolerant of ads; 69 per cent say they are more open to seeing them on TikTok over other platforms because the content feels entertaining, surprising and useful. Even product-focused videos are viewed as shareable and engaging, blurring the line between advertising and entertainment.
So, is it all about the discounts this season? Not necessarily; 84 per cent of MENA shoppers plan to buy during Q4, but a full 65 per cent of purchases happen outside marquee sales events, and shoppers pace purchases across milestones such as national days, weddings, corporate events, and year-end celebrations, and lean on TikTok throughout. Consumption of shopping content spikes in October and continues to build into January, underscoring a season-long window of opportunity for brands.
The importance of discounts very much depends on what type of shopper you are. TikTok’s MENA data surfaces five distinct Q4 personas, with each requiring nuanced creative approaches. The Hunter strictly budgets Q4 spending, with 64 per cent in KSA and 62 per cent in MENA reportedly planning at least three weeks ahead. They respond to early-bird deals, price trackers, and utility-driven content. The Curator or Trendsetter is a high spender, 1.3 times more likely to impulse-buy and be influenced by creators.
The Sprinter, otherwise known as the Impulse Maverick, shops in micro-moments; think work breaks, late evenings, and converts on snappy, mobile-first videos that spotlight speed, convenience, and ‘buy-now’ cues. The Explorer or Adventurous Shopper, meanwhile, makes same-day decisions, with more than half valuing exclusivity over affordability. Finally, the occasional/event-based shopper plans purchases around specific personal or family occasions, with 78 per cent in KSA and 82 per cent in MENA actively searching TikTok in Q4 for gift ideas, event looks, and one-off buys.
“Marketing during shopping season is about weaving narratives that cut through the clutter,” says Yehia. “Brands can tap into understanding different shopping personas, finding a connection that will resonate with each, and remember that event-based shopping is all about timing and relevance; when content aligns with the occasions that matter to these shoppers, they can turn casual browsing into high-intent actions.”
Considering the differing shopper personas, then, brands have several moves at their disposal to maximise opportunity this season. Amplifying authentic customer content will increase transparency and trust; encouraging customers to post their own hauls, reviews, and ‘how I used it’ stories, for example. Authenticity sparks trust and impulse buys.
Pairing products with trending audio or challenges increases shareability and can help reach spontaneous shoppers during their micro-moments, while storyboarding the experience by showing how a product elevates a lifestyle, celebration or adventure can be a compelling narrative that beats a coupon code for an Explorer or Curator.
Pairing products with trending audio or challenges maximises shareability and can help reach spontaneous shoppers during their micro-moments, while storyboarding the experience by showing how a product elevates a lifestyle, celebration or adventure can be a compelling narrative that beats a coupon code for an Explorer or Curator.
Finally, staggering creative around key Q4 moments, such as paydays, national holidays, and cultural celebrations – rather than betting everything on single-day sales – will increase longevity and prolong relevance. For brands looking to execute these diverse strategies efficiently, tools that can streamline content creation and campaign optimisation become particularly valuable.
TikTok’s AI-powered Symphony and Smart+ solutions, for instance, can help brands adapt their messaging across different personas and moments – Symphony supports the ideation and production process, while Smart+ helps fine-tune audience targeting to ensure the right creative reaches each shopper type at the optimal time.
“With discovery-led commerce accelerating across the region, marketers who build sustainable, persona-led TikTok strategies stand to capture incremental spend all season long,” concludes Yehia. “The shopping season isn’t simply focused on price alone; it’s about delivering memorable moments that resonate and convert.”
For brands willing to adapt their strategy in response to the latest market insights, tailor their social media marketing accordingly, and adopt a season-long approach rather than attempting to capitalise on one-day sales, Q4 2025 could well prove lucrative.
