Black Friday sales in the Middle East and North Africa region are projected to reach $74 billion this year, a new report found.
Despite it being a significant opportunity, its importance within the annual retail calendar is diminishing as consumer habits evolve, according to a new report by strategy consulting firm Redseer.
With last year’s sales boosted by the FIFA World Cup, figures are expected to normalise this year. Shoppers now buy throughout the year rather than concentrating on November mega-sales.
Fashion to surpass electronics on Black Friday
In a major change, fashion purchases will overtake electronics on Black Friday for the first time, according to Redseer.
Electronics traditionally saw higher intent driven by deep price cuts, but availability of deals year-round has lessened its importance on Black Friday.
Competitive fashion prices are now pulling consumers to prioritise apparel and accessories during promotions. This shift reflects permanent changes in the Black Friday retail landscape and regional consumer behaviour.
Brands must adapt to new consumer preferences
Changing behaviours demand an evolution in brand strategies. There is a strong preference emerging for experiences over purchases alone. Significant discounts can now be found beyond big November sales events.
Middle Eastern shoppers increasingly seek value all year, diminishing Black Friday’s once outsized influence, Redseer said.
To remain relevant, companies must understand customers’ growing demand for quality engagement and personalised offers tailored to their preferences. The success of future retail campaigns will hinge on this growing experiential focus.
Follow us on
