UAE: Study reveals consumer preferences during deal season

Khaleej Times

4 days ago

As summer reaches its peak in the UAE, sale events remain one of the key drivers for summer shopping, highlighting how customers increasingly time their purchases to these to maximise value.
An independent research by Amazon with HarrisX found that 77 per cent of UAE shoppers feel a sense of satisfaction when getting something they want for less. Scoring a great deal is emotionally rewarding for many, often perceived as more exciting than certain life experiences, as 47 per cent find scoring a great deal more exciting than going on a spontaneous weekend trip, highlighting how deeply satisfying deal-hunting can be for consumers in the UAE.
In a landscape full of digital options, there is growing affinity for digital subscriptions as more customers recognise the value of memberships that make their shopping experience more convenient. 'We found that 73 per cent of UAE shoppers agree that digital memberships make shopping more convenient. Their favorite elements of digital subscriptions are exclusive discounts (51 per cent), free delivery (49 per cent), and faster delivery (44 per cent) – all benefits that we currently offer as part of our Prime membership programme in the UAE. The research also revealed that memberships make customers more likely to shop with the same retailer repeatedly, showcasing the long-term value of programs like Prime,' Stefano Martinelli, Vice President of Amazon Middle East and North Africa, told Khaleej Times.
This year, Amazon has extended its Prime Day sales to a full week, from July 25 to July 31. 'Today's customers are more strategic in their approach to sales events, always looking for ways to maximize their savings. Whether preparing for travel or stocking up on summer essentials, affordability is a core priority,' Martinelli said.
According to the study, 29 per cent of UAE shoppers time their purchases around sales events; and 36 per cent are actively researching prices and using tools to ensure they get the best deals. This shows that UAE customers are shopping with greater purpose and precision.
The study showed that 73 per cent of UAE shoppers prefer extended sale events because it gives them more time to decide what to buy. Furthermore, the research found that 75 per cent of UAE shoppers say it feels good to grab a deal before the product sells out. 'This excitement around limited time offers creates a thrilling shopping experience that resonates strongly with consumers in the UAE,' Martinelli said.
The study also found that 77 per cent of UAE shoppers feel a sense of satisfaction when getting something they want for less. In 2024, top purchased products by Prime members in the UAE during Prime Day included smartphones, perfumes, moisturizers, makeup products, personal care appliances such as groomers, as well as grocery items including laundry detergent, batteries, pet food, and dishwasher cleaner. This year, Prime Day deals span over 30 categories.
The Amazon-HarrisX study has shown that 33 per cent of customers in the UAE are more likely to buy a product only when it is on sale. 'We also found that customers in the UAE love the free delivery (59 per cent), exclusive discounts and deals (57 per cent), and faster delivery (45 per cent) that come with digital subscriptions. These subscriptions drive customer trust and loyalty, with 73 per cent of UAE shoppers agreeing that digital memberships and subscriptions make them more likely to repeatedly shop with the same retailer,' ' Martinelli said.