For those of us working in payments and hospitality, periods of intense activity are always a time of close observation – changes in consumer behaviour reveal where the industry is going. These patterns point to bigger shifts in how people dine, shop and pay.
What makes these peak periods unique is the way they concentrate demand. When daytime hours are quieter, the evening becomes the primary window for commerce and social connection.
Last year’s analysis of transaction data across the region clearly demonstrates this. In Saudi Arabia and Kuwait, the share of payments made between 10 pm and 4 am more than doubles during Ramadan. In the UAE, the increase is around 11 percentage points. According to our internal data, transactions increase by around 30 per cent between 9 pm and 3 am.
In hospitality, you have to move fast, adapt on the spot, and focus on every detail. Business picks up quickly after sunset and keeps going late into the night.
Growth of pop-ups, food trucks, and temporary venues
One of the most obvious signs of this change is the increase in pop-ups, food trucks, and seasonal activations across Dubai. These periods create the perfect conditions for temporary venues: people want to get out at night, so demand rises, crowds form, and everyone is searching for evening experiences.
Industry reports show a clear rise in brand activations through interactive pop-ups during major holidays and festive occasions. These venues aren’t permanent and can’t run like regular businesses. They have to set up quickly, handle large crowds quickly, and offer a smooth experience for guests who are often on the move with their families.
At the same time, consumers are using mobile devices more than ever. Data show that shopping app installs grew by 28 per cent during key seasonal peaks in 2024 compared to the yearly average. The UAE saw a big 126 per cent jump, and Saudi Arabia had 67 per cent growth.
For merchants, speed is key
When customers come together for special meals or explore a night market after dinner, no one wants to wait around. Every extra second causes delays and frustration. Traditional fixed-point-of-sale systems, built for steady business, can’t keep up with the rush and often fall short in these busy moments.
Pop-up merchants usually work in small spaces, serve customers for only a few hours, and might make a full day’s sales in one night. In this setting, accepting payments quickly and flexibly is essential.
That’s where SmartPOS really helps. When staff can take payments on the go, customers can pay instantly via a QR code on their phones, and everything integrates smoothly with your other systems.
You can feel the difference: lines get shorter, tables clear faster, and customers leave happier. It’s that simple!
How will this shift tipping?
One of the less visible but significant shifts we’re observing is the evolution of tipping behaviour in a rapidly cashless market like Dubai. As card and digital payments continue to dominate transactions, especially during peak evening hours, fewer customers are carrying cash. Traditionally, tips were spontaneous and paid in cash.
Today, when payments happen digitally, tipping must be intentionally built into the transaction flow. If it is not, it simply disappears.
During peak periods, service intensity increases. Staff are working at maximum pace during compressed demand windows. Yet without a frictionless digital tipping option integrated into checkout, many opportunities for gratuity are lost, not because customers do not want to tip, but because the payment experience does not prompt or enable it.
Operators who remove friction by making tipping visible, fast, and integrated into card or QR-based payments are better positioned to protect staff earnings and enhance service morale during busy seasons.
Honestly, in a fast-changing city like Dubai, being able to adapt quickly is one of the most valuable assets a business can have. The patterns we see during these peak periods hint at where the wider market is headed next.
By Ahmed Sameh, Chief Marketing Officer at Fortis
