Shoppers in the UAE are increasingly valuing connected and personalised retail experiences over heavy discounts during Black Friday, according to Initials Middle East, an independent retail activation agency.
The company, which recently opened its Dubai hub, said that consumers now reward brands that deliver seamless journeys across physical stores, social media, and e-commerce rather than relying solely on one-day markdowns.
“Across the UAE, shoppers are redefining what a deal looks like. It is no longer enough to throw out a big percentage and hope traffic takes care of the rest,” said Hemal Soni, Managing Director of Initials Middle East.
“People are weighing up the whole journey, how easy it is to find the offer, whether the promise matches the shelf, and how simple it is to check out and receive the product.”
Soni added that successful brands are those that “reduce friction, leverage data to cut cart abandonment and minimise returns because they have designed an experience that feels joined up from the first impression to consumption.”
Data from 2024 shows e-commerce orders across the Middle East and North Africa rose 44 per cent in November compared with the monthly average, with Black Friday driving the surge.
The GCC’s retail market is projected to reach US$390 billion by 2028, fuelled by digital innovation and evolving shopper behaviour. In the UAE alone, the e-commerce market was worth AED32.3 billion in 2024, with forecasts predicting it will surpass AED50.6 billion by 2029.
Social commerce is also reshaping retail dynamics. According to Deloitte’s 2025 Digital Consumer Trends report, 73 per cent of consumers in Saudi Arabia and the UAE made at least one purchase through social media in the past year.
Soni noted that shoppers now expect continuity between what they see online and what they experience in-store: “If they see an offer on social in the morning, expect to find it easily in-store, and later receive a follow-up reminder that reflects what they bought, that leaves a lasting impression. The price matters, but so does the feeling that the brand has paid attention.”
Jamie Matthews, Co-Founder and CEO of Initials, said brands should focus on long-term shopper relationships rather than short-term traffic spikes: “The questions we are asking clients are different — did this period bring in new shoppers who will come back, did it protect price integrity, and did it avoid a flood of returns and service issues? Those are the indicators of a stronger shopper experience.”
Initials Middle East is currently working with brands across the UAE, Saudi Arabia, and the wider GCC to design experience-led retail programmes that align short-term promotions with long-term brand goals.
Follow us on
