UAE Spending Set to Triple by 2025

UAE Shopping Revolution: White Friday 2025 to Triple Spending Beyond MENA Average

White Friday, the Middle East's unique response to the Western Black Friday sales, has already proven to be the largest commercial event of the year across the region. However, while many countries still focus on cheap, mass shopping, consumers in the United Arab Emirates are spending more consciously and emotionally motivated. According to the latest research, during the 2025 White Friday, shoppers in UAE will spend three times more per order than the MENA regional average—and this gap continues to widen.

Shift in Consumer Mindset

According to a joint study by Flowwow and Admitad, shopping habits are noticeably changing in the United Arab Emirates. Consumers are less focused on seeking the biggest discounts or coupons and are instead concentrating on purchases that add value to their daily lives or have some emotional significance. This shift in perspective is not only transforming individual consumer decisions but also contributing to the growth of digital commerce across the MENA region.

The e-commerce market is estimated to reach a value of $80 billion by 2029, thanks to this focus on quality shopping. This year's White Friday promotions will officially run from November 20 to 30, and major retail players like Amazon.ae will also participate.

Spectacular Growth Data

Based on sales data from November 2023 and 2024, over 4.5 million orders were examined, revealing that White Friday remains the busiest period of the year in retail. Total merchandise turnover increased by 40%, while the number of orders surpassed the previous year by 20%. What's even more interesting is that online shopping increased by nearly 10% over the month, indicating that digital shopping continues to be a steadily growing trend.

UAE Shoppers: Three Times Higher Basket Value

The regional average order value rose from $33.5 to $38, but in the United Arab Emirates, this value exceeded $103 compared to last year's $95. This threefold difference reflects well the purchasing power of the consumer segment and the spread of value-based purchasing habits.

According to the research, only 14% of them used coupons during shopping, while 21% preferred cashback or loyalty program-based discounts. The latter assumes long-term commitment and loyalty, indicating that consumers are no longer just chasing one-off sales but seeking value.

Which Sectors Benefit the Most?

The highest growth was achieved in the electronics (22%) and fashion (21%) categories. However, notable expansion occurred in the household and lifestyle-related segments as well. The home and garden category showed an 18% growth, toys and hobby products grew by 6.5%, automotive accessories by 6%, children's products by 5.5%, beauty and personal care by 5.4%, and the sports and entertainment category by 5%.

This trend confirms that consumers are no longer searching for mere everyday items but for products that provide joy, experience, and comfort—for themselves or as gifts for others.

Gifting Culture as an Economic Driver

Flowwow's own data also confirm these trends. The platform recorded a 96% growth in sales value, while the number of orders increased by 72%. The average purchase amount hovered around 350 dirhams, which also represents an increase from the previous year.

Non-flower-based gifts performed particularly well, such as balloons, edible bouquets, toys (180% growth), beauty products (150%), sweets (70%), and home decor gifts (50%). Among specific product types, houseplants (83%), gourmet packages (285%), and edible gift bouquets (61%) performed outstandingly. This data clearly shows that White Friday is no longer just a time for 'big shopping' but increasingly an occasion for gifting and emotionally driven expenditure.

A Strong Year Expected in 2025

The study predicts that the 2025 White Friday season could be stronger than ever. Forecasts predict a 14% increase in merchandise turnover, an 11% growth in the number of orders, while purchases related to gifting could rise by as much as 65%.

This growth is supported by several factors: the high purchasing power of the population, the increasingly diverse consumer segment, the infrastructural development of digital commerce (especially in mobile shopping), and the government's digital development initiatives.

Young Generation and Digital Dynamics

The engine of shopping increasingly comes from the young, tech-savvy generation, who quickly adapt to new platforms, offers, and shopping opportunities. This generation not only transforms traditional retail but also creates a new, experience-based consumer culture.

Thus, White Friday 2025 will not only be a commercial event but also a cultural and economic moment in the UAE, which will once again reinforce the region's leadership on the MENA region's e-commerce map. Dubai and the country's other major cities are expected to stand out again in terms of sales, innovation, and consumer experience.

(The entry was prepared based on shared experiences and stories from readers.)