Shoppers in the UAE were on a spree during this year’s ‘Singles Day’ sales, with online purchases shooting up by 32.5 percent, the latest market study said.
The surge in sales drove a five-fold jump in the profits of UAE Singles Day sales partners this year, according to the market study by Admitad, a global IT company specialising in performance marketing.
The average purchase value in UAE during this period was $22.
Clothing, home and garden products, sporting goods, cosmetics, and electronics were the favourites for UAE shoppers this year.
Globally, the Singles Day 2022 sales saw a jump of 42 percent on November 1 – the first day of the discounted sales season, Admitad said.
Singles Day sales shopping event – also known as Double 11 or 11.11 – originated in China in the 1990s, has become a major event in the shopping calendar in the UAE of late, along with most parts of the world.
Singles Day is also billed as ‘rehearsal’ before the main event, Black Friday.
“An important trend in the sale this year was its duration – discounts were spread over a long period from November 1 to 13, rather than being concentrated on one day as before,” the report said.
The report said sale orders surged November 1, followed by a second peak on 11.11, with a zone of high customer activity between those points.
Amazon, Noon and Namshi were some of the big outlets that announced attractive offers and deals to woo shoppers for Singles Day sales, with many of local UAE shops also joining the discounts-spree.
Online retailers in the UAE rolled out massive deals for the period, with discounts of up to 70 percent on a number of retail categories.
Admitad said shopping in the UAE largely mirrored global trends – with fashion purchases accounting for more than a half of all online orders.
Beauty industry received 25.8 percent of online purchases, while furniture and home goods accounted for 6.2 percent of the sales orders.
Mobile phones were another product figured high on shoppers’ list during Singles Day 2022 sales, with orders for smartphones accounting for close to 31 percent.
The Admitad market study, based on analysis of 20 million orders made worldwide, revealed that over 55 percent of purchases in UAE were made by users after reading about the product on various content websites, online media and pages of affiliate stores.
Another 32 percent of sales were attracted by contextual advertisements.
About 16 percent of the orders in this year’s Singles Day sales season were placed by customers using cashback and coupon services, the report said.
Globally, however, cashback services attracted more sales – up to 21 percent, while the contextual advertising was less effective, accounting for only about 9.5 percent of orders, the report said.
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