Antoine Challita, Head of UAE Market, Snap Inc. MENASaudi National Day has always been a symbol of national pride, unity and cultural identity. But in the past decade, it has evolved into something far greater, a nationwide movement that blends tradition with modernity, celebration with commerce, and culture with creativity.
What was once a single day marked on the calendar is now an entire season of anticipation and shared experiences, stretching across September and touching nearly every aspect of life in the Kingdom.
This evolution speaks volumes about the cultural and economic transformation sweeping through Saudi Arabia. Today, Saudi National Day is not just a time for reflection; it is an expression of progress, optimism and belonging.
Families gather, streets light up in green, and social platforms ignite with messages of national pride and celebration. Alongside the cultural pageantry, shopping has become an integral part of this celebration. Exclusive collections, limited-time offers, and experiential activations have become part of the fabric of Saudi National Day.
For brands, this is no longer a passive observance, it is one of the most significant cultural and commercial moments of the year. In 2024 alone, more than 33 million Saudis participated in National Day festivities, underscoring its scale and growing influence.
As the celebration grows in scale and significance, consumer expectations have shifted. Audiences are not looking for generic campaigns or one-off discounts; they want experiences that feel authentic, creative and deeply rooted in their identity.
They want brands to share in their pride, not just broadcast promotions. In an era where cultural relevance drives brand preference, those who approach National Day as a checklist item risk being left behind. The winners are those whco enter the conversation early, listen closely, and contribute meaningfully to the shared sense of pride that defines the occasion.
Last year, 88 per cent of users said their Saudi National Day purchases were influenced by content they viewed on Snapchat. During the same period, there was a 92 percent increase in ‘Add to Cart’ actions compared to the yearly average, making this one of the highest engagement peaks of the year, second only to Ramadan.
Shopping isn’t an afterthought during Saudi National Day; it is a cultural behaviour, and social platforms shape it in powerful ways.
The celebration also sparks a surge in forward planning. 85 per cent of Snapchatters prepare shopping lists for National Day well in advance, and more than 77 per cent intend to buy in bulk or expect brands to offer significant discounts.
This creates a long runway for brands to build awareness and drive consideration before the holiday itself. It also means waiting until September 23 to launch campaigns is no longer enough. The conversation begins weeks earlier and brands that join it early stay top of mind when the moment arrives.
Creativity is at the heart of this evolution, and technology is giving it new dimensions. Augmented Reality has become one of the most compelling ways for people to celebrate their identity. Whether it’s dressing your Bitmoji in a green outfit, exploring AR filters that showcase landmarks, or sharing immersive AR lenses with friends, these experiences have turned cultural pride into shareable moments.
Last year, 89 per cent of users said AR lenses made their National Day celebration more shareable, a clear signal that immersive content isn’t just engaging, it amplifies the sense of community around the occasion.
The impact extends beyond expression to commerce. National Day has become a catalyst for shopping behaviour, with the month surrounding it seeing a 40 per cent increase in total purchase volume compared to the yearly average.
Users don’t just celebrate the day, they interact with it across every digital touchpoint, from stories and maps to chats and camera moments. This creates an ecosystem where inspiration and action coexist, allowing brands to move seamlessly from cultural storytelling to conversion.
Saudi National Day is no longer a date on the calendar. It is a movement, one that celebrates heritage while embracing the future. For brands, the opportunity is immense, but it demands more than a token gesture.
It requires early planning, creativity rooted in authenticity, and the courage to engage in ways that reflect how people are truly celebrating. Those that succeed will not only drive sales; they will earn trust, and place in a national conversation that is as much about pride and connection as it is about innovation.
By Antoine Challita, Head of UAE Market, Snap Inc. MENA
