UAE is witnessing significant shifts in consumer behaviour during the Ramadan and Eid shopping season, with digital discovery and flexible payment options emerging as key drivers of purchasing decisions.
Amazon, the e-commerce giant launched its annual Eid sale on March 17, running until March 29, featuring thousands of deals across more than 30 product categories as UAE consumers prepare for the upcoming Eid Al-Fitr celebrations.
“Over the years, the way customers have prepared for the full season of Ramadan and Eid has evolved,” said Stefano Martinelli, Vice President of Amazon MENA, in an exclusive interview with Arabian Business.
Recent insights from Amazon Advertising surveys reveal that 66.1 per cent of shoppers in 2024 are focusing on Eid celebrations marking the end of Ramadan, while 47.8 per cent identify as primary gift-givers for family and friends.
Digital discovery transforms shopping experience
The research highlights a growing reliance on digital platforms for product discovery and comparison, with 93.6 per cent of survey respondents in the UAE and Saudi Arabia using Amazon to browse or gather information on products in 2024.
“Digital discovery is transforming how customers shop, particularly during Eid, as they take a more thoughtful and research-driven approach before making a purchase,” Martinelli explained.
According to the data, 80.5 per cent of respondents typically began their product discovery journey for Eid-related purchases on Amazon. The most popular discovery methods included seeing promotions (48.1 per cent), word-of-mouth recommendations (38.1 per cent), and browsing curated product collections (34.2 per cent).
“We believe the trend of digital discovery will continue to grow as customers increasingly turn to online retail platforms to explore, compare, and research products with greater convenience and confidence,” said Martinelli.
Convenience and value
The Amazon Advertising survey found that convenience remained a top priority for 53.1 per cent of shoppers in 2024, while 44.3 per cent were motivated by pricing and offers, and 33.8 per cent valued product selection.
“Price, selection, and convenience – these are the three main areas that customers always care about and where we continue to innovate every day to ensure we are delivering higher value to shoppers on Amazon.ae,” Martinelli said.
This year, the company has also introduced digital gifting options with its Eid eGift Card collection, featuring bespoke designs by Abdulla Lutfi.
Flexible payment options gain traction
As economic considerations influence shopping habits, Amazon.ae has expanded its payment options to include interest-free instalments through Tabby and zero per cent bank instalment plans with various banking partners.
“We work hard every day to offer great prices in our store across our wide selection of products. Beyond offering great prices with fast, free, and convenient delivery options every day, we continue to find more ways to save customers time and money during important shopping seasons like Eid,” Martinelli said.
Additional promotions include exclusive discounts for ADIB visa cardholders on eligible Eid Sale orders, while Prime members receive additional savings, access to Amazon Fresh deals, and free delivery options.
The timing of Eid shopping has also evolved, with a majority of customers beginning their preparations two to four weeks in advance of the celebration, according to Amazon’s data.
This shift in planning behaviour has prompted Amazon to time its annual sale earlier, allowing customers to manage their purchases more strategically while focusing on the traditional aspects of the celebration.
“Navigating this season means offering customers what they need at every stage,” said Martinelli.
“At Amazon, we see how crucial it is for us to be a true partner to customers, across every stage of both Ramadan and Eid, and are proud to be able to play our part in supporting them so they can focus on what truly matters – cherished traditions and the spirit of togetherness,” he concluded.
Follow us on
