Saudi Arabia’s Black Friday is no longer a race to slash prices. Instead, brands are being rewarded for something far more valuable: a seamless, connected shopper experience. According to independent retail activation agency Initials Middle East, Saudi consumers increasingly prioritise tailored, integrated journeys across stores, social media, and e-commerce — and this shift is redefining what a “deal” really means.
As retailers across the Kingdom roll out multi-week Black Friday offers, Initials says this period should be treated as a real-time test of each brand’s end-to-end shopper journey.
“Across Saudi Arabia, shoppers are redefining what a deal looks like. It is no longer enough to throw out a big percentage and hope traffic takes care of the rest. People are weighing up the whole journey, how easy it is to find the offer, whether the promise matches the shelf, and how simple it is to check out and receive the product,” said Hemal Soni, General Manager, Middle East, Initials. “The brands that will win this Black Friday are the ones that reduce friction, leverage data to cut cart abandonment and minimise returns because they have designed an experience that feels joined up from the first impression to consumption.”
Saudi’s November Surge: The Region’s Biggest Shopping Moment
New data shows how critical November has become for the region. E-commerce orders across MENA rose 44% in November 2024 compared with the monthly average, with Black Friday at the core of the peak. Meanwhile, the GCC retail industry is projected to reach USD 390 billion by 2028, underpinned by digital innovation and evolving consumer behaviour.
Saudi Arabia continues to be a major engine of this growth, with more than 60% of online purchases in the Kingdom now made on mobile devices — highlighting the need for smooth, mobile-first experiences.
Social Commerce Reshapes Saudi Shopping
Deloitte’s 2025 Digital Consumer Trends report shows 73% of shoppers in Saudi Arabia and the UAE have made at least one purchase through social media in the past year. Creator-driven recommendations and platform-native checkout experiences are accelerating this shift.
For Initials Middle East, this means Black Friday is no longer a standalone campaign but part of an always-on ecosystem.
“Think about a family spending the evening at Riyadh Boulevard or another new lifestyle destination,” Soni added. “If they see an offer on social in the morning, expect to find it easily in-store, and then later receive a follow-up reminder on their phone that actually reflects what they bought, that leaves a lasting impression. The price matters, but so does the feeling that the brand has paid attention. That is the connected experience that grows brands and baskets at the same time.”
A Stress Test for Real Shopper Marketing
From its regional base, Initials Middle East focuses on conversion-led retail activation — studying how shoppers behave in real life and designing experiences that turn browsers into buyers across Saudi Arabia and the Gulf.
“Most reports still obsess over total traffic and headline sales,” said Jamie Matthews, Co-Founder and Chief Executive of Initials. “The questions we are asking clients in Saudi Arabia are different. Did this period bring in new shoppers who will come back. Did it protect price integrity in a market that is still growing fast. Did it avoid a flood of returns and customer service issues in December. Those are the indicators of a stronger shopper experience, not sales goals in isolation.”
Beyond Discounts: A New Era for Saudi Retail
As the region’s biggest retail moment continues to evolve, Initials is working with brands across Saudi Arabia, the UAE and the wider GCC to build behaviour-first, experience-led programmes tailored to how people in the region genuinely shop.
The goal is clear: shift Black Friday from discount dependency to long-term brand value — and build shopper loyalty that lasts long after November ends.
