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Campaign ME
10 hours ago
- Business
- Campaign ME
How MENA consumers shop during Father's Day
Ahead of Father's Day on June 21, MENA-based gifting marketplace Flowwow and Admitad, affiliate marketing platform, have released insights into shifting gifting habits in the MENA region, based on over 55,000 online purchases. Admitad analysts studied the behaviour of online shoppers in MENA countries (with the UAE and KSA analysed separately) during the 'calm period' of June 20–22, 2023 and May 20–22, 2024 and 'the peak period' June 20–22, 2024. In Saudi Arabia, 25 per cent more gifts for men on Father's Day were purchased online, choosing thoughtful and family-oriented options, the study reveals. Online orders during the 2024 Father's Day period across MENA rose 16 per cent year-over-year, with Saudi Arabia leading at a 30 per cent rise. According to Flowwow's market study, Father's Day 2024 saw a 129 per cent increase in gift orders year-over-year, with gross merchandise value (GMV) up 121 per cent. The overall trend of gifting to men continues to grow, showing a more than 20 per cent year-over-year increase, the study reveals. Looking ahead to 2025, Flowwow forecasts a 30 per cent increase in Father's Day sales in Saudi Arabia, with strong demand for gift sets including hamper boxes and gourmet sets, as well as themed Father's Day cakes and premium chocolates. From material to meaningful Customers in Kuwait and UAE spent the most on gifts for dads, with the highest average order values (AOV) at $114 and $57.2 respectively. They were followed by Jordan ($38.6), Egypt ($31.6), and Saudi Arabia ($29.1), where spending was more modest. The average order value for gifts dropped by 3.4 per cent to $73.75, approximately 12 per cent lower than other major holidays like Mother's Day or International Women's Day, which the report suggests is due to a preference for personal and meaningful options over costly gifting in MENA. 'Father's Day is becoming more meaningful in the MENA region, especially in Saudi Arabia, where gifting for men is growing alongside a strong cultural appreciation for fatherhood. It's not just about fathers any more, people are celebrating all the important male figures in their lives, including stepdads, and grandfathers, showing that their presence truly matters to families across the GCC,' said Slava Bogdan, CEO at Flowwow. New e-commerce trends on Father's Day According to research by Flowwow and Admitad, Google Trends confirms the rising relevance of Father's Day in Saudi Arabia and the broader Middle East. The search volume for Father's Day-related content – such as quotes, greetings, cards, and gift ideas – surged more than 30 times this week from June 15. Google Shopping data also shows a peak in gift-related searches ahead of the celebration, indicating that more people are preparing for the holiday with purposeful intention. 'Father's Day is quickly becoming one of the key drivers of e-commerce growth in Saudi Arabia and in the MENA region. Between June 20 and 22, we saw a 16 per cent year-over-year increase in orders across the region, with Saudi Arabia as a digitally advanced country showing the strongest growth – a 30 per cent surge in order volume during the holiday period,' said Anna Gidirim, CEO of Admitad. According to data from Admitad, the best-selling gift categories for men in MENA include home and tools (30 per cent), electronics (22 per cent), and automotive accessories (9 per cent). In Saudi Arabia, customers favoured electronics and gadgets even more, accounting for 28 per cent of all sales. Overall, family-oriented holidays like Father's Day are becoming more significant in the GCC gifting market. Flowwow claims. Consumers are making emotional and meaningful purchases as they search for ways to connect more deeply with loved ones – often choosing simple, thoughtful gifts or shared family experiences over expensive items.
Khaleej Times
05-06-2025
- Business
- Khaleej Times
Eid Al Adha 2025: Emotional commerce and seasonal trends boost 45% online sales growth in Mena
Eid Al Adha 2025 is expected to deliver a 45 per cent boost in mobile sales across the Middle East and North Africa (Mena) e-commerce market and 150 per cent growth in gifting purchases, data showed, driven by a rise in emotionAl first commerce and seasonal trends. Research by Flowwow, a UAE-based gifting marketplace, and Admitad, a leading affiliate marketing platform, projects a growth of 15 per cent in gross merchandise volume (GMV) orders growth in e-commerce research ahead of Eid Al Adha 2025, one of the region's key retail moments. The growth in online orders, sales GMV, and average order value during Eid Al Adha highlights a digital shift from traditional mall retail to fast and tech-enabled online shopping. In the changing e-commerce sector, super apps and marketplaces compete to meet the increasingly sophisticated demands of digital consumers. The region's rich culture of gifting, combined with its multinational population and rising income levels, continues to boost the rapid growth of online gifting in the GCC, making it the fastest-growing $1.8 billion market in this space, projected to reach $6.38 billion by 2030. The study, which analysed over 150,000 customer orders during the Eid Al Adha period 2024–2025, shows rising consumer demand for seasonal gifts and emotionally driven purchasing decisions. The analytics forecast a shift toward higher-value purchases, and strong mobile commerce growth, trends expected to continue into 2025 with projected 10 per cent order growth and mobile sales exceeding 45 per cent across the Mena region. Eid Al Adha is one of the biggest shopping seasons of the year in the Mena region, driven by traditions of generosity, gifting, and festive preparation. Looking ahead to Eid Al Adha 2025, Analysts project the number of e-commerce orders in the region to increase by 10 per cent, with GMV expected to grow by 14-15 per cent during the holiday, boosted by rising average household incomes and a growing shift toward digital shopping. Mobile commerce was a key driver of growth, with 47 per cent of online orders in the UAE and over 50 per cent in Saudi Arabia made via mobile devices. Across Mena, mobile purchases rose to 41.5 per cent, up from 38 per cent last year, showing the ongoing shift to mobile-first shopping. During the five-day holiday window in 2024, online orders in the Mena region increased by 5 per cent compared to non-holiday periods, while gross merchandise value (GMV) grew by 14 per cent. The average order value (AOV) rose from $37 to $40, an 8 per cent increase, showing a shift toward higher-value purchases. The UAE and Saudi Arabia, along with Kuwait, Qatar, and Jordan, stood out as some of the top-performing markets, with Saudi consumers posting an AOV of $62 and UAE shoppers close behind at $61. The gifting sector is following this growing trend: Flowwow gifting marketplace recorded a significant surge in sales during Eid Al Adha 2024 in the UAE, with GMV rising by 472 per cent year-over-year, marking a 5.72x performance increase compared to the previous year. This growth was accompanied by a 413 per cent rise in the number of transactions during the Eid period, showing growing customer engagement and stronger market demand during the holiday. The average order value for Eid Al Adha gifts also saw an improvement, reaching Dh354.28 ($96.46) – an increase of 19.9 per cent in UAE dirham terms and 20.3 per cent in US dollar terms, proving the demand for high-quality gifts. Moreover, the share of repeat gift purchases reached 71.8 per cent, reflecting growing customer loyalty. Consumer gifting preferences across the Mena region varied, reflecting both cultural nuances and national purchasing habits. In Saudi Arabia, electronics led the category chart, comprising 25.2 per cent of total orders, followed by home goods (15.5 per cent) and fashion (14.6 per cent). Automotive products, including spare parts and motorcycle gear, were particularly popular in the kingdom, accounting for 12.2 per cent of purchases. In the UAE, home goods took the top spot at 23.4 per cent, followed closely by electronics (21.7 per cent), accessories such as bags and jewellery (18.6 per cent), and fashion (17.5 per cent). 'During Eid Al Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. At the same time, gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,' said Anna Gidirim, CEO of Admitad. During the Eid Al Adha period, marketplace data indicates that peony sales in the UAE increased by 151 per cent during the June holiday week, positioning peony bouquets among the top 10 best-selling gift items. This data aligns with 2024 market findings, with the UAE flower market saw a remarkable 200 per cent surge in peony sales over the summer and over 4,300 units sold last year. This trend shows how the timing of Eid Al Adha and the short peony season came together to drive a surge in demand. Among other popular gifting categories during the Eid Al Adha holiday on Flowwow were flowers (72 per cent), followed by hamper boxes (15 per cent), sweets and bakeries (9 per cent), and balloons and edible bouquets (2 per cent each). One of the main drivers of these on-occasion and non-occasion shopping trends and gifting market growth is the rise of emotional and social commerce. Emotion strongly influences consumer behaviour in the Mena region: a Google study shows that shoppers often rely on emotional triggers to make purchase decisions, while another research found that marketing campaign designed to foster emotional connection can lead to a 70 per cent increase in product usage and sales. In response, brands are moving away from transactional 'buy-now' messaging toward emotionally driven campaigns rooted in cultural values and storytelling. During Eid, influencer content and behind-the-scenes narratives on platforms like Instagram, TikTok, and Snapchat enhance the emotional impact of gifting. A TikTok and Ipsos study found that 61 per cent of users find TikTok more entertaining during Eid, with many discovering and trying new products through storytelling content. This emotional connection drives a shift away from generic presents toward meaningful, experience-based gifts, making social and emotional commerce a key driver of visibility and cultural relevance. 'We've seen how emotional commerce drives market activity during Eid Al Adha. This holiday, with its focus on generosity and connection, offers a key opportunity to engage with the audience through emotionally resonant messaging. People choose gifts that express real care and connection, making Eid a truly meaningful time for sharing and celebration,' Slava Bogdan, CEO of Flowwow, commented.
Gulf Business
04-06-2025
- Business
- Gulf Business
Eid Al Adha 2025: What's in the shopping cart for MENA consumers?
Image credit: Getty Images The MENA region is poised for a major surge in online shopping activity this Eid Al Adha, with experts projecting a significant rise in e-commerce orders and gross merchandise value (GMV). Read- According to joint research by UAE-based gifting marketplace Flowwow and global affiliate marketing platform Admitad, GMV is expected to grow by 14 to 15 per cent during the holiday season, with total e-commerce orders anticipated to rise by 10 per cent across the region. The study, based on an analysis of more than 150,000 customer transactions during the 2024–2025 Eid Al Adha period, highlights a growing demand for seasonal gifting and emotionally driven consumer behavior. Key trends include an upward shift toward high-value purchases, continued mobile commerce acceleration, and the increasing role of storytelling and emotional marketing in purchasing decisions. Mobile-first shopping on the rise Mobile commerce continues to lead the transformation of the retail landscape in the region. In 2024, mobile devices accounted for 47 per cent of all online purchases in the UAE, and more than 50 per cent in Saudi Arabia. Across the broader MENA region, mobile's share of e-commerce transactions reached 41.5 per cent, up from 38 per cent the previous year—demonstrating a growing preference for mobile-first shopping. This shift is driven by increased smartphone penetration, better mobile app experiences, and the rapid adoption of digital payment solutions. Experts predict this trend will continue to fuel the e-commerce sector throughout 2025. 2024 holiday sales show strong performance Data from the 2024 Eid Al Adha season reveals a notable uptick in consumer spending. Online orders in the MENA region increased by 5 per cent during the five-day holiday period compared to non-holiday weeks, while GMV grew by 14 per cent. The average order value (AOV) rose from $37 to $40—an increase of 8 per cent. The highest AOV figures were recorded in Saudi Arabia ($62) and the UAE ($61), followed by other strong performers such as Kuwait, Qatar, and Jordan. Flowwow sees exponential growth Flowwow reported exceptional year-on-year growth in its UAE operations during Eid Al Adha 2024. The platform recorded a 472 per cent increase in GMV and a 413 per cent rise in total transactions, underlining growing consumer demand for festive gifting. The average order value for gifts on Flowwow reached Dhs354.28 ($96.46), reflecting a 19.9 per cent rise in local currency and a 20.3 per cent jump in US dollar terms. Additionally, customer loyalty appears to be strengthening: 71.8 per cent of Eid Al Adha gift orders came from repeat buyers, demonstrating a deepening engagement with online gifting platforms. Regional gifting preferences Gift preferences differed significantly between countries, underscoring the cultural diversity of the MENA market. In Saudi Arabia, electronics dominated with a 25.2 per cent share of total orders, followed by home goods (15.5 per cent), fashion (14.6 per cent), and automotive products (12.2 per cent), including motorcycle gear and spare parts. In contrast, UAE consumers prioritised home goods (23.4 per cent), electronics (21.7 per cent), accessories such as bags and jewellery (18.6 per cent), and fashion (17.5 per cent). 'During Eid Al Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. Gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,' said Anna Gidirim, CEO of Admitad. Floral trends and seasonal favorites Floral gifts emerged as a major trend, especially peonies, which saw a 151 per cent increase in sales in the UAE during the June holiday week. The flower became one of the top 10 best-selling gift items on Flowwow during Eid Al Adha. This mirrored a broader trend in 2024, when the UAE's flower market experienced a 200 per cent surge in peony sales during the summer, with over 4,300 units sold. Other popular gift categories on Flowwow included flowers (72 per cent), hamper boxes (15 per cent), sweets and bakeries (9 per cent), and balloons or edible bouquets (2 per cent each). Emotional commerce driving consumer decisions The rise of emotional and social commerce is increasingly shaping how brands connect with consumers during Eid Al Adha. Emotional triggers are now central to purchase decisions in the region. A Social media platforms like Instagram, TikTok, and Snapchat play a crucial role in this emotional economy. Influencer-driven content, behind-the-scenes brand stories, and culturally resonant campaigns are replacing transactional advertising with meaningful storytelling. A TikTok and Ipsos study found that 61 per cent of users consider TikTok more entertaining during Eid, with many users discovering and trying new products thanks to video storytelling. 'We've seen how emotional commerce drives market activity during Eid Al Adha,' said Slava Bogdan, CEO of Flowwow. 'This holiday, with its focus on generosity and connection, offers a key opportunity to engage with audiences through emotionally resonant messaging. People choose gifts that express real care and connection, making Eid a truly meaningful time for sharing and celebration.' Outlook: Digital gifting boom to continue The consistent growth in online orders, GMV, and AOV during Eid Al Adha indicates a lasting digital shift in the region's retail ecosystem. As super apps and online marketplaces compete to capture the attention of digitally savvy consumers, the region's long-standing culture of gifting is adapting to new technologies. With rising household incomes and a young, tech-savvy population, the online gifting market in the GCC is expanding rapidly. Currently valued at $1.8bn, it is projected to reach $6.38bn by 2030. Eid Al Adha continues to evolve from a traditional religious festival into a digital commerce event with enormous economic and cultural significance.
Economy ME
03-06-2025
- Business
- Economy ME
Eid al-Adha 2025 drives 45 percent mobile commerce boom in MENA: Report
Gross merchandise volume (GMV) orders are projected to increase by 15 percent, according to new e-commerce research conducted ahead of Eid al-Adha 2025. The research, in collaboration with marketing platform Admitad, analyzed over 150,000 customer orders during the Eid al-Adha period of 2024–2025, revealing a surge in consumer demand for seasonal gifts and emotionally driven purchasing behaviors. The analytics predict a shift toward higher-value purchases and significant growth in mobile commerce, trends expected to persist into 2025 with a projected 10 percent order growth and mobile sales surpassing 45 percent across the MENA region. Eid al-Adha is among the largest shopping seasons of the year in the MENA region, fueled by traditions of generosity, gifting, and festive preparation. Looking ahead to Eid al-Adha 2025, the report anticipates an increase of 10 percent in e-commerce orders within the region, with GMV expected to grow by 14–15 percent during the holiday, bolstered by rising average household incomes and a growing preference for digital shopping. Mobile commerce has been a key driver of this growth, with 47 percent of online orders in the UAE and over 50 percent in Saudi Arabia made via mobile devices. Across MENA, mobile purchases rose to 41.5 percent, up from 38 percent last year, reflecting the ongoing transition to mobile-first shopping. During the five-day holiday period in 2024, online orders in the MENA region rose by 5 percent compared to non-holiday periods, while GMV increased by 14 percent. The average order value (AOV) rose from $37 to $40, marking an 8 percent increase and indicating a shift toward higher-value purchases. The UAE and Saudi Arabia, along with Kuwait, Qatar, and Jordan, emerged as some of the top-performing markets, with Saudi consumers reporting an AOV of $62 and UAE shoppers closely following at $61. Regional gift preferences Consumer gifting preferences across the MENA region varied, reflecting both cultural nuances and national purchasing habits. In Saudi Arabia, electronics dominated the category chart, comprising 25.2 percent of total orders, followed by home goods at 15.5 percent and fashion at 14.6 percent. Automotive products, including spare parts and motorcycle gear, gained particular popularity in the Kingdom, accounting for 12.2 percent of purchases. In the UAE, home goods took the lead at 23.4 percent, closely followed by electronics at 21.7 percent, accessories such as bags and jewelry at 18.6 percent, and fashion at 17.5 percent. 'During Eid al-Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. At the same time, gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,' said Anna Gidirim, CEO of Admitad. Read more | Eid al-Adha 2025: Your ultimate guide to festive fashion, gifts, and smart shopping deals Eid gifting trends One of the main drivers of these on-occasion and non-occasion shopping trends, as well as gifting market growth, is the rise of emotional and social commerce. Emotion plays a significant role in shaping consumer behavior in the MENA region: a Google study indicates that shoppers frequently rely on emotional triggers to make purchase decisions, while another research found that marketing campaigns designed to foster emotional connections can lead to a 70 percent increase in product usage and sales. In response, brands are shifting away from transactional 'buy-now' messaging in favor of emotionally driven campaigns rooted in cultural values and storytelling. During Eid, influencer content and behind-the-scenes narratives on platforms like Instagram, TikTok, and Snapchat enhance the emotional impact of gifting. A TikTok and Ipsos study found that 61 percent of users find TikTok more entertaining during Eid, with many discovering and trying new products through storytelling content. This emotional connection drives a transition from generic presents toward meaningful, experience-based gifts, making social and emotional commerce a crucial driver of visibility and cultural relevance. The growth in online orders, sales GMV, and average order value during Eid al-Adha underscores a digital shift from traditional mall retail to fast, tech-enabled online shopping. In the evolving e-commerce landscape, super apps and marketplaces compete to meet the increasingly sophisticated demands of digital consumers. The region's rich culture of gifting, combined with its multinational population and rising income levels, continues to support the rapid growth of online gifting in the GCC, positioning it as the fastest-growing $1.8 billion market in this space, projected to reach $6.38 billion by 2030.
Yahoo
21-05-2025
- Business
- Yahoo
Turning U.S. Tax Hurdles into Opportunities for Chinese Brands with Affiliate Marketing
DUBAI, UAE, May 21, 2025 /PRNewswire/ -- Recent U.S. tax policy changes present significant challenges for Chinese brands in the American market, demanding strategic adaptation for sustainable growth. The end of the De Minimis Exemption means that shipments under $800 from China are no longer duty-free. Coupled with massive tariff hikes of up to 54% on imports and a 10% universal baseline tariff affecting Chinese goods, these shifts threaten profit margins and market competitiveness. This evolving tax landscape has heightened administrative demands and financial strains, challenging profitability and competitiveness. Products like fast fashion or gadgets, once cheap and competitive, now face increased costs. For instance, a $5 T-shirt could now incur $1.50 in duties, squeezing profit margins and raising retail prices. To navigate these challenges, Chinese brands are embracing agility and innovation. Brands like SHEIN are diversifying into booming markets such as India and the Middle East, leveraging local partnerships to sidestep tariffs. Hybrid pricing strategies, where part of the tariff cost is absorbed initially to offset expenses, are proving effective. Affiliate partnerships offer a cost-effective and flexible way to thrive in this evolving landscape. Despite rising tariffs, some Chinese brands are thriving by partnering with Admitad and using innovative affiliate marketing. Vevor saw a remarkable increase in sales in a year, while SHEIN generated millions of orders through Admitad partners, expanding into markets like Poland, Canada, Saudi Arabia, and the UAE. DHgate maintained a robust annual growth by leveraging Admitad's global publisher network, illustrating how strategic partnerships and innovative marketing solutions can drive growth despite external pressures. Since 2013, Admitad has helped Chinese retailers generate over $7 billion in cross-border sales, adeptly navigating regulatory changes and market volatility. Its performance-based approach ensures brands remain resilient, competitive, and poised to seize new opportunities worldwide. The U.S. tax shake-up presents a challenge but also an opportunity for innovation and growth. With Admitad's affiliate marketing solutions, Chinese brands can minimize risk, maximize ROI, and thrive in America and beyond. Media contacts: press@ View original content: SOURCE Admitad Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
