Saudi National Day is around the corner, and with it, a massive opportunity.
Google and Visa’s new ‘State of Commerce: Search and Spend Decoded’ report, a detailed look into search and spend data in the UAE and Saudi Arabia during key moments of the year, reveals that the Saudi National Day celebration is a “rising peak”.
The research reveals the holiday has evolved from a purely cultural event into a major discount period that sparks a strong retail surge, driving growth in both online searches and consumer spending.
Saudi National Day is prime bargain-hunting territory
While celebratory-related search interest around topics like national songs and gifts grows during the holiday, it’s also a key time for finding deals. We see discount-related search interest jumping by around 70 per cent compared to quieter, non-peak times.
Saudis embrace the spirit of this holiday by dining out, with restaurant and food retail-related search interest growing by 9 per cent. The holiday also drives a significant increase in consumer spending. For the week of the celebration, spending with Visa increased by 21 per cent, marking a 32 per cent year-on-year growth between 2023 and 2024.
E-commerce is on the rise in Saudi Arabia
While online shopping is increasing in Saudi Arabia, the kingdom still shows potential for digital expansion. In 2024, 29 per cent of Visa purchase volume in Saudi Arabia happened on e-commerce channels, a jump from 23 per cent in 2022. Search interest for international e-commerce brands in Saudi also surged over 90 per cent in 2024. Though domestic merchants capture the majority of spending, one-sixth of all purchases are with international sellers. Notably, 20 per cent of Saudi’s online fashion spend is overseas, versus 5 per cent domestically.
This suggests that while online promotions are important, integrated strategies should also factor in physical retail engagement. This is especially true for luxury goods, like watches and jewellery, with physical stores offering the sensory experience and authenticity that capture 97 per cent of Saudi luxury retail spend, both locally and abroad.
Agility is key to maximising marketing success
A critical insight to marketing success around Saudi National Day is to adapt communication to consumer needs. While deal-related searches soar by 70 per cent around this celebration, prioritising a message of national pride over a purely commercial push could help a brand stand out.
This is especially vital when you consider that ad creative is identified as the biggest driver of advertising effectiveness, influencing nearly half of incremental sales. While generic, price-focused campaigns might be tempting because of time and competitive pressures, they risk your brand getting lost in the noise. Generative AI, think Veo 3 or Imagen, could be the creative partner you need to help craft culturally resonant and unique messaging.
By Basel Hijazi, Product Lead at Google MENA.
