Black Friday sales this year are poised to see a major spike, with sales projected to post a 13 per cent jump over last year, with digital media channels predicted to power this year’s annual mega retail sales in the UAE, quick market research revealed.
Massive customer eagerness and expectations of deals and discounts are projected to add further momentum to this year’s sales, slated for November 29.
Companies and retail majors are also expected to launch several new brands in the current year’s Black Friday sales, adding the lure for customers.
Fashion products are tipped to be the top high-intent category this year, with as high as 89 per cent of shoppers indicating their intent to buy trendy fashion wearables and ancillary products, the research by global consultancy RedSeer said.
This will be followed by beauty and personal care products (78 per cent) and electronic items (75 per cent), it said.
Grocery and home products also figure high in this Black Friday’s shopping list for customers, with 69 per cent and 59 per cent of customers indicating keenness to shop for these products in the current edition of the great promo sales.
Electronics, beauty and personal care products and grocery sales, however, are projected to see a fall of 15 per cent to 10 per cent this year, the study said.
Sector experts said what started as an online-only event in the UAE, the annual Black Friday sales season has now successfully transitioned to become a mega omni-channel affair.
“We are seeing increased interest in broader segments such as grocery and BPC (beauty and personal care products), while fashion and electronics continue to lead,” Sandeep Ganediwalla, Dubai-based Partner at RedSeer Strategy Consultants, told Arabian Business.
“The impact of lower disposable income could be another factor driving demand for events such as Black Friday, as inflation, especially around real estate, has impacted customer pockets,” he said, adding that “we expect higher deal-seeking behaviour this cycle”.
Offers galore for this year’s Black Friday sales
Industry insiders said though Black Friday is traditionally celebrated on the last Friday of November, many retailers have already started their sales early this year, enticing customers with deep discounts and attractive offers on a slew of products.
Leading online marketplaces such as Noon have announced deep discounts on a slew of products in fashion, electronics and home appliances during the last week of November, leading electronic product dealers such as Sharaf DG came out with attractive deals on electronics, appliances, and more from November 22 to December 3.
Leading Middle East sports retailers such as Sun & Sand Sports are upping the game with massive discount offers – offering up to 80 per cent – on personal care products for online shopping through their website and mobile app.
Lifestyle retailer Azadea, meanwhile, came out with a unique Black Friday sales offer called ‘White November’.
More industry players are expected to join the bandwagon soon with more and more lucrative offers, sector experts said.
Major digital media push to power this year’s Black Friday sales
RedSeer said digital media channels are gearing up for a major promo blitzkrieg this year to push this year’s Black Friday sales to an altogether different level.
The massive trust built by digital media channels among customers are helping them to further solidify their importance this year, with various digital media channels already emerging as among the lead search channels for the annual sales event in 2024, it said.
“For the first time, digital media has become the top inspiration and discovery channel for customers, expected to account for as high as 66 per cent of searches, as against 58 per cent clocked last year,” the RedSeer study said.
Brand and retailer apps and online customer reviews are also expected to drive this year’s Black Friday sales in a big way, projected to account for 61 per cent and 55 per cent of searches, respectively, the study said.
“Digital media influence and trust are at an all-time high this year,” Ganediwalla said.
He also pointed out that consumers continue to be more open to trying new brands during this period.
“This [Black Friday sales] is also emerging as an important window to launch new products,” the RedSeer Partner said.
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