Latest news with #Flowwow
Campaign ME
17 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
2 days ago
- Business
- Khaleej Times
Father's Day turning into a key e-commerce event in the Middle East
As Father's Day approaches on June 21, the event is becoming one of the key drivers of e-commerce growth in the Middle East and North Africa (Mena) region, studies show. People in the UAE are not only order 25 per cent more gifts for men on Father's Day but are also choosing more thoughtful and family-oriented options. 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. 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. Looking ahead to 2025, Flowwow forecasts a 30 per cent increase in Father's Day sales, with strong demand for gift sets including hamper boxes and gourmet sets, as well as themed Father's Day cakes and premium chocolates. In 2024, overall spending on Father's Day varied across the Mena region. 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. According to Flowwow data, the average order value for gifts dropped by 3.4 per cent to Dh270.85 ($73.75), approximately 12 per cent lower than other major holidays like Mother's Day or International Women's Day, suggesting a preference for personal and meaningful options over costly gifting. Despite the cultural importance of father's figure in the Middle East, men have historically received fewer presents on occasions like Father's Day compared to women on Mother's Day (average spend of Dh303.07 or $82.52), but the emotional weight of the occasion is growing. Supporting this trend, a study by IKEA found that 67 per cent of fathers in the UAE prefer spending quality time with their children over receiving material gifts. Less than 1 per cent desired a traditional tie, and fewer than 10 per cent would choose to receive gadgets, showing the regional value focused on family connection over consumerism. 'Father's Day is becoming more meaningful in the Mena region, especially in the UAE, 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. Google Trends confirms the rising relevance of Father's Day in the UAE 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 16. 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 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,' — Anna Gidirim, CEO of Admitad, commented. The growing interest in gifting for men reflects a broader trend: in 2023 the Mena region saw a 25 per cent increase in gifts purchased. 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 the UAE, top Father's Day gifts were tech products (23 per cent), household items (18 per cent), and car accessories (16 per cent). In Saudi Arabia, customers favoured electronics and gadgets even more, accounting for 28 per cent of all sales. This trend isn't new — earlier this year in Saudi Arabia, Valentine's Day saw men getting more gifts than ever, with sports gear, tools, and car accessories topping the list. In the UAE, Father's Day shoppers are choosing experience-based gifts like spa or sports vouchers, while also favouring classic options such as apparel, oud perfumes, watches, leather goods, gift baskets, and gadgets. Another important trend is the rise in cross-border gifting, which grew during Father's Day. People are sending presents to the UAE from different sides of the world, including countries such as the USA, Cyprus, Turkey, Saudi Arabia, Qatar, Lebanon, Spain, Germany, Lithuania, Russia, and Kazakhstan.
Campaign ME
3 days ago
- Entertainment
- Campaign ME
FOMO marketing: Tapping into emotion with seasonal trends
Using the 'fear of missing out' (FOMO) effect in your brand campaigns can create a feeling of a strong urgency to buy your product within a limited timeframe using exclusive editions and drops. FOMO is a psychological phenomenon that brands have skilfully turned into a marketing tool, drawing on the principles of scarcity, social proof, and exclusivity. This strategy is particularly effective with younger audiences, who are highly responsive to trends and social validation. 70 per cent of millennials and 63 per cent of Gen Z consumers reported making impulse purchases due to FOMO, often driven by emotional triggers, limited-time offers, or trending products on social media. Scarcity creates a sense of urgency – when products are only available in limited quantities, they appear more desirable and valuable. Social proof reinforces this effect, while exclusivity appeals to our need for status. Trend of the Year: Labubu Toys Labubu, an eerie yet adorable character by artist Kasing Lung, became a global sensation through limited-edition blind boxes by Pop Mart. The toy's scarcity, paired with viral social media buzz and celebrity endorsements, made it a prime example of FOMO marketing in action. High-profile figures such as Rihanna, Dua Lipa and Blackpink's Lisa have been spotted with Labubu accessories, turning the toy into a fashion statement and status symbol. Pop Mart's app quickly rose to the top of global charts, boosting its stock price and increasing CEO Wang Ning's net worth by $1.6 billion in a single day, reaching $18.7 billion. However, this marketing strategy also led to chaotic scenes, resale price spikes, and even temporary sales halts. Labubu's rise proves how emotional triggers, limited releases, and FOMO-driven demand can turn a toy into a global cultural and economic phenomenon. Applying FOMO marketing to the MENA region Flowwow launched its seasonal Peonymania campaign in the UAE, UK, and Spain, highlighting the fleeting beauty of peonies available only in June. The multi-layered campaign includes influencer mailings, collaboration with Tania's Teahouse, user-generated content (UGC), and a curated collection of peony-themed bouquets, desserts, and home decor. The campaign highlights the fleeting beauty of peonies with vibrant, emotional content. The Coral Charm bouquet, featuring colour-changing peonies, became a standout element sparked authentic user-generated content as audiences shared the colour transformation online. The company encouraged influencers to follow their own ideas in content creation, deepening emotional connection with the brand. The results of Peonymania speak volumes about the power of FOMO marketing. 2024 marketplace data revealed a 151 per cent increase in peony sales in the UAE during June alone, making peony bouquets one of the top 10 best selling gift items. Over the summer, the UAE flower market experienced an impressive 200 per cent surge in peony sales, with more than 4,300 units sold through Flowwow. The campaign's limited timeframe and emotional storytelling clearly drove consumer demand. The mastery of limited editions The Dubai chocolate phenomenon has taken the confectionery world by storm. Originally created in Dubai by Fix Dessert Chocolatier, the Can't Get Knafeh It chocolate bar won global attention after a TikTok video of it went viral in early 2025. The bar's success relies on scarcity. The original Fix chocolate is sold only twice daily at a single shop and is available for online orders in Dubai only via the Deliveroo app. This limited availability creates intense FOMO, with customers hurrying to buy before it sells out. The trend prompted international players like Lindt to release Dubai-themed limited editions. With initiations now available in over 50 countries, Fix illustrates how cultural flavour pairings, coupled with strategic scarcity, can generate global appeal. In conclusion, any brand can create successful FOMO campaigns by tapping into key psychological triggers: scarcity, social proof, and exclusivity. Launching limited-edition products within short timeframes and aligning campaigns with seasonal trends can significantly boost consumer engagement. Influencers, creators, and brand communities all play a central role in building buzz and generating urgency, with user-generated content often serving as the core driver of campaign success. By Irina Tatarinova, Brand Director at Flowwow.
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.
