Eid Al-Fitr shopping this year is expected to see a 30 per cent jump in gift demand in terms of gross merchandise value (GMV) in MENA, market research said.
Along with an estimated over 150 per cent surge in gift demand during Ramadan 2025, the current festival shopping will also give a major boost to e-commerce sales in the region, the joint study by Flowwow, a UAE-based gifting marketplace, and Admitad, said.
The study, which analysed over 900,000 customer orders, forecasted a 10 per cent increase in online sales during the Eid Al-Fitr shopping period.
Shoppers in MENA are turning to online gifting during this time of generosity and family connection, the study said.
“The latest numbers confirm that this year’s Ramadan sales in MENA have outpaced 2024, with a 9 per cent increase in total sales and an impressive 35 per cent growth in GMV. Saudi Arabia saw an even bigger e-commerce peak, with sales increased by 30 per cent and GMV rising 35 per cent,” the market study said.
With strong early Ramadan sales this year, Flowwow and Admitad experts predicted a record-breaking Eid Al-Fitr 2025, forecasting a 10 per cent rise in online sales and a 30 per cent increase in GMV compared to last year.
Anna Gidirim, CEO at Admitad, said the Ramadan and Eid season continues to be a peak period for e-commerce in the MENA region, driven by the growing consumer preference for online shopping and gifting.
“This trend is particularly pronounced in Saudi Arabia and the UAE, where digital retail adoption remains strong,” she said.
Ramadan and Eid average order value surge
A key trend observed during Ramadan and Eid Al-Fitr is the average order value (AOV) increase from $41 to $49 year-over-year, particularly in top-spending countries such as Kuwait, the UAE, and Saudi Arabia.
Among MENA countries, Kuwait led the way with an average order value of $125, followed by Saudi Arabia at $86, the UAE at $83, Qatar at $53, and Jordan at $48.
“As Ramadan and Eid Al-Fitr bring people together, we’re seeing more shoppers choosing meaningful gifts to celebrate and strengthen their connections with loved ones,” said Slava Bogdan, CEO of Flowwow.
“Based on current trends, we expect Eid Al-Fitr 2025 to set new records, with gifting sales projected to grow by at least 50 per cent, compared to last year in the UAE,” she said.
Bogdan said flowers, sweets, and gourmet sets remain among the top choices, reflecting the blend of tradition and convenience.
Rise in mobile shopping
Online shopping during the Ramadan and Eid season also saw a jump in orders via mobile devices, accounting for over 40 per cent of all purchases in MENA.
Mobile-based orders were even higher in countries like Saudi Arabia (50+ per cent) and the UAE (up from 39 per cent to 47 per cent), the study said, adding that this surge is largely driven by younger generations like Gen-Z, who are fully accustomed to mobile-first, digital commerce.
The study said the gifting market is also intensifying, with more players entering the sector to meet the rising demand.
“Today’s competitive landscape spans niche gifting marketplaces such as Floward, FNP and Flowwow, whereas e-commerce platforms like Amazon UAE, super-apps like Talabat, Deliveroo, and Careem, besides retailers and offline stores are also expanding beyond rides and food delivery, quickly launching gifting services to take advantage of the booming demand during Ramadan and Eid,” it said.
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