According to Google’s internal data, consumers in the UAE, Saudi Arabia and Egypt are amongst the highest searchers for Black Friday sales as compared to Brazil, UK and US, according to a study commissioned by Google by Ipsos.
There were some key findings discovered through the study of key changes in consumer journey when purchasing during the Black Friday season.
Deals are become of increasing importance to shoppers with holiday shopping starting months in advance
According to Google’s internal data, online shoppers in MENA search for seasonal deals like Black Friday, Cyber Monday, and Singles Day more than branded or product queries.
One of the unique themes of the holiday season observed is self-care, especially during Singles Day. According to Ipsos, 70 percent of surveyed shoppers buy products for themselves during Singles Day.
Customers are shopping for new brands more than before
Retail traffic has been vastly driven by online searches, according to a study by Ipsos, over 33 percent of shoppers who plan to participate in sales do not have a specific purchase intention in mind. 60 percent of surveyed shoppers in the UAE and Saudi Arabia search for new products and brands when browsing online during the sale period.
Customers watch visual content to support purchase decisions, especially on YouTube
According to the Ipsos study, 80 percent of participating shoppers watch a video related to the product they want to purchase. The study further revealed that one-third of surveyed shoppers classify video content as their preferred source of ideas, two-thirds prefer video content to help them identify what to purchase. Last year, searches for ‘product reviews’ on YouTube increased by 2.6 times.
Shoppers intend to make the most of the Black Friday season
The shopping cycle in MENA begins at least two months before Singles Day as well as Black Friday and extends up to a month after the holidays. Individuals are focused on making the most out of the sales season, the study shows that 55 percent of respondents begin searching for products prior to sales dates. Shoppers in MENA are narrowing down search interest by seeking latest product offerings or limited edition purchases.
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