UAE consumers continue to lead regional online spending, purchasing 2.7 times more per order than the MENA average during White Friday, according to a new joint report by Flowwow and Admitad. The research reveals a shift toward premium, intentional, and value-driven buying, with shoppers prioritising high-quality, emotionally meaningful purchases over impulsive discount-driven deals.
With this behavioural shift, regional e-commerce is on track to reach $80 billion by 2029, driven by maturing consumer expectations, strong purchasing power, and sustained digital expansion.
White Friday Continues to Dominate MENA’s Retail Calendar
White Friday has cemented its position as one of MENA’s most influential annual retail peaks.
Data from more than 4.5 million orders during November sales in 2023–2024 shows:
- 10% growth in overall online purchases
- 40% GMV jump during White Friday
- 20% rise in order volumes
Anna Gidirim, CEO of Admitad, said: “The MENA retail calendar is among the most intense, with local holidays, global sales events, blending into one lasting cycle. Despite this overlap, White Friday continues to deliver one of the strongest peaks. This year we expect a similar dynamics.”
UAE Spending Shifts to Purposeful Purchases Over Discounts
The report highlights a meaningful shift in consumer behaviour: UAE shoppers are moving toward smart, long-term value, even during a discount-heavy period.
Key takeaways:
- MENA AOV increased from $33.5 to $38.
- UAE AOV rose from $95 to $103, the highest in the region.
- Only 14% used coupons.
- 21% preferred cashback and loyalty rewards.
Top-performing categories in the UAE reflect a focus on utility, longevity, and lifestyle enrichment:
- Electronics: +22%
- Fashion: +21%
- Home & Garden: +18%
- Toys & Hobbies: +6.5%
- Automobiles & Accessories: +6%
- Children’s Goods: +5.5%
- Beauty & Health: +5.4%
- Sports & Entertainment: +5%
Gifting Surges: Flowwow Reports 96% GMV Growth in UAE
Flowwow’s analytics show White Friday doubling as a key gifting season, with the UAE seeing:
- +96% GMV
- +72% order growth
- AOV rising to AED 350 (+3%)
Lifestyle and gifting categories witnessed standout growth:
- Non-floral gifts (balloons, edible bouquets, toys): +180%
- Beauty: +150%
- Confectionery: +70%
- Home & Garden: +50%
Most notable item increases:
- Indoor plants: +83%
- Gourmet sets: +285%
- Edible bouquets: +61%
Slava Bogan, CEO of Flowwow, said, “White Friday is a time not only for essential or big-ticket items. We see how this period engages UAE shoppers in gifting, reflecting a deeper cultural pattern. They turn this favourable moment into one of care and emotional meaning — choosing to treat themself and their loved ones with thoughtful, personalised gifts from local sellers over purely discount-driven decisions.”
Flowwow Forecasts: UAE White Friday to Jump 75% in Orders, 65% in GMV
Flowwow predicts another strong performance this year, expecting:
- +75% in online gifting orders
- +65% in GMV
This growth is supported by:
- Strong purchasing power
- A deeply rooted local gifting culture
- Preference for international and value-forward items
- A young, digital-first population (65% under age 35)
Digital Maturity Accelerates UAE E-Commerce Growth
Government-backed digital transformation continues to shape the UAE retail landscape.
Key drivers include:
- Digital Economy Strategy
- AI-backed innovation push
- Seamless mobile-first infrastructure
The research confirms marketplace dominance:
- 74% of online purchases came from marketplaces
- 48% of transactions occurred via mobile
