logo
How MENA consumers shop during Father's Day

How MENA consumers shop during Father's Day

Campaign ME20-06-2025
Ahead of Father's Day on June 21, MENA-based gifting marketplace Flowwow and Admitad, affiliate marketing platform, have released insights into shifting gifting habits in the MENA region, based on over 55,000 online purchases.
Admitad analysts studied the behaviour of online shoppers in MENA countries (with the UAE and KSA analysed separately) during the 'calm period' of June 20–22, 2023 and May 20–22, 2024 and 'the peak period' June 20–22, 2024.
In Saudi Arabia, 25 per cent more gifts for men on Father's Day were purchased online, choosing thoughtful and family-oriented options, the study reveals.
Online orders during the 2024 Father's Day period across MENA rose 16 per cent year-over-year, with Saudi Arabia leading at a 30 per cent rise.
According to Flowwow's market study, Father's Day 2024 saw a 129 per cent increase in gift orders year-over-year, with gross merchandise value (GMV) up 121 per cent. The overall trend of gifting to men continues to grow, showing a more than 20 per cent year-over-year increase, the study reveals.
Looking ahead to 2025, Flowwow forecasts a 30 per cent increase in Father's Day sales in Saudi Arabia, with strong demand for gift sets including hamper boxes and gourmet sets, as well as themed Father's Day cakes and premium chocolates.
From material to meaningful
Customers in Kuwait and UAE spent the most on gifts for dads, with the highest average order values (AOV) at $114 and $57.2 respectively. They were followed by Jordan ($38.6), Egypt ($31.6), and Saudi Arabia ($29.1), where spending was more modest.
The average order value for gifts dropped by 3.4 per cent to $73.75, approximately 12 per cent lower than other major holidays like Mother's Day or International Women's Day, which the report suggests is due to a preference for personal and meaningful options over costly gifting in MENA.
'Father's Day is becoming more meaningful in the MENA region, especially in Saudi Arabia, where gifting for men is growing alongside a strong cultural appreciation for fatherhood. It's not just about fathers any more, people are celebrating all the important male figures in their lives, including stepdads, and grandfathers, showing that their presence truly matters to families across the GCC,' said Slava Bogdan, CEO at Flowwow.
New e-commerce trends on Father's Day
According to research by Flowwow and Admitad, Google Trends confirms the rising relevance of Father's Day in Saudi Arabia and the broader Middle East.
The search volume for Father's Day-related content – such as quotes, greetings, cards, and gift ideas – surged more than 30 times this week from June 15. Google Shopping data also shows a peak in gift-related searches ahead of the celebration, indicating that more people are preparing for the holiday with purposeful intention.
'Father's Day is quickly becoming one of the key drivers of e-commerce growth in Saudi Arabia and in the MENA region. Between June 20 and 22, we saw a 16 per cent year-over-year increase in orders across the region, with Saudi Arabia as a digitally advanced country showing the strongest growth – a 30 per cent surge in order volume during the holiday period,' said Anna Gidirim, CEO of Admitad.
According to data from Admitad, the best-selling gift categories for men in MENA include home and tools (30 per cent), electronics (22 per cent), and automotive accessories (9 per cent). In Saudi Arabia, customers favoured electronics and gadgets even more, accounting for 28 per cent of all sales.
Overall, family-oriented holidays like Father's Day are becoming more significant in the GCC gifting market. Flowwow claims. Consumers are making emotional and meaningful purchases as they search for ways to connect more deeply with loved ones – often choosing simple, thoughtful gifts or shared family experiences over expensive items.
Orange background

Try Our AI Features

Explore what Daily8 AI can do for you:

Comments

No comments yet...

Related Articles

Talabat lifts 2025 outlook after strong growth in Q2
Talabat lifts 2025 outlook after strong growth in Q2

Khaleej Times

timean hour ago

  • Khaleej Times

Talabat lifts 2025 outlook after strong growth in Q2

Talabat Holding has reported strong financial results for the second quarter of 2025, prompting the Mena region's leading online ordering and delivery platform to raise its full-year guidance. The company posted a 32 per cent year-on-year increase in gross merchandise value (GMV) to $2.4 billion, with revenue up 35 per cent to $982 million. On a constant currency basis, GMV growth reached 33 per cent and revenue climbed 36 per cent. Adjusted Ebitda rose 31 per cent to $166 million, maintaining a 6.8 per cent margin, while net income jumped 33 per cent to $119 million, or 4.9 per cent of GMV. Adjusted net income, excluding non-recurring items, grew 25 per cent to $116 million, representing a margin of 4.8 per cent despite higher corporate income tax rates in the GCC. Strong cash generation saw adjusted free cash flow rise by 47 per cent to $190 million, equivalent to 7.8 per cent of GMV. Performance was driven by top-line growth across GCC markets — including the UAE, Kuwait, Qatar, Bahrain and Oman — as well as non-GCC markets such as Egypt, Jordan and Iraq. Both the Food and Grocery & Retail verticals delivered strong results, supported by accelerated customer acquisition, increased order frequency, and a surge in adoption of the Talabat pro premium subscription programme. The UAE, Talabat's largest market, maintained growth in line with the overall group, while Kuwait, its most established market, delivered over 20 per cent growth for both the quarter and the first half. The company also reported a favourable shift in its GMV geographical mix, with non-GCC markets rising to 17 per cent of total GMV from 14 per cent a year earlier. The GMV-to-revenue conversion ratio improved to 40 per cent from 39 per cent, driven by a higher share of tMart and subscription revenues. Although gross profit margins were impacted by a product mix shift, these were offset by improved cost efficiencies. In light of the strong momentum, Talabat has revised its 2025 guidance upward. It now expects GMV growth of 27–29 per cent on a constant currency basis, compared with the earlier forecast of 17–18 per cent, and revenue growth of 29–32 per cent versus the previous 18–20 per cent. Adjusted Ebitda margin is projected at 6.5 per cent, net income margin at 5.0 per cent, and adjusted free cash flow at 6.0 per cent. Chief Executive Officer Tomaso Rodriguez said the results reflect Talabat's success in expanding its groceries and retail verticals, strengthening customer loyalty, and sustaining strong growth in both core GCC and newer non-GCC markets. He added that the company's outlook for the remainder of 2025 remains strong across all operating metrics.

OSN, The Trade Desk launch MENA streaming ad partnership
OSN, The Trade Desk launch MENA streaming ad partnership

Gulf Business

time4 hours ago

  • Gulf Business

OSN, The Trade Desk launch MENA streaming ad partnership

Image: OSN website/ For illustrative purposes only MENA entertainment provider OSN has partnered with US-based advertising technology firm The Trade Desk to open the broadcaster's programmatic video inventory to advertisers, the companies said. The deal makes The Trade Desk the first demand-side platform (DSP) to give brands direct access to OSNtv's connected television and addressable video-on-demand inventory, covering Arabic and international content including HBO, Warner Bros. Discovery titles and OSN original productions. 'At OSN, we're committed to innovation that enhances the advertising experience while maintaining the highest standards for our viewers,' Hamid Davari, OSN's director of advertising, said in a statement. 'Partnering with The Trade Desk on our Advanced TV products allows us to open our premium inventory to brands in a way that is transparent, data-rich, and performance-focused,' he added. OSN, The Trade Desk aim to empower advertisers to make smarter, more data-driven decisions Terry Kane, The Dubai-based broadcaster, which operates in 22 countries, was the first in the region to introduce an on-demand video service and holds exclusive rights to HBO programming in MENA. It said the partnership combines its content library and direct-to-home viewer base with The Trade Desk's buying tools to expand access to the region's premium streaming audience.

EMSTEEL becomes first company in MENA to earn global ResponsibleSteel™ Certification
EMSTEEL becomes first company in MENA to earn global ResponsibleSteel™ Certification

Zawya

time6 hours ago

  • Zawya

EMSTEEL becomes first company in MENA to earn global ResponsibleSteel™ Certification

ResponsibleSteel™ is the steel industry's first global multi-stakeholder standard and certification initiative Abu Dhabi, United Arab Emirates: EMSTEEL (ADX: EMSTEEL) ('the Group'), one of the largest publicly traded steel and building materials manufacturers in the region, announced today its steel business unit (Emirates Steel Industries, part of EMSTEEL Group) has officially become the first company in the Middle East and North Africa (MENA) region to receive ResponsibleSteel™ Core Site Certification. This milestone marks a transformative step for both the company and the region in advancing sustainable, transparent, and low-carbon steel production in line with global standards. The ResponsibleSteel certification was awarded following an extensive audit conducted by CARES, an internationally recognised certification body. The assessment rigorously evaluated Emirates Steel Industries, part of EMSTEEL Group's performance, against a comprehensive set of environmental, social, and governance (ESG) criteria, reflecting the highest standards of ethical business conduct and environmental responsibility. This achievement highlights EMSTEEL's industry leadership and reinforces its role as a catalyst for positive change in the global steel sector. This certification follows another major recognition, as EMSTEEL was recently named a 2025 Steel Sustainability Champion by the World Steel Association (worldsteel), becoming the only company in the MENA region to earn this prestigious distinction for the second consecutive year. Together, these accolades reflect EMSTEEL's consistent leadership and concrete action in advancing sustainable steel practices. Engineer Saeed Ghumran Al Remeithi, Group Chief Executive Officer, EMSTEEL, said: 'Achieving the ResponsibleSteel certification is a proud milestone for us and is a testament to our relentless commitment to sustainability, innovation and responsible growth. As the first company in the MENA region to meet this global benchmark, we're proud to continue driving national advanced manufacturing goals, while setting industry benchmarks for decarbonising the steel value chain.' Annie Heaton, Chief Executive Officer of ResponsibleSteel, said: 'The certification of EMSTEEL marks the arrival of ResponsibleSteel certification in the MENA region and sets an important benchmark for the region's steel industry. The site certification recognises EMSTEEL's established governance systems, as well as transparent engagement with a wide range of stakeholders. As a region that plays a growing role in the global steel supply chain, the MENA region is poised to become an important piece of the puzzle in the industry's transition. This certification not only shows that sustainability standards can be applied effectively across different regions but also reflects the sustained progress being made by companies like EMSTEEL. We look forward to continuing our work with EMSTEEL and other regional leaders on the journey to a more responsible steel value chain.' Lee Brankley, Chief Executives Officer of CARES, said: 'EMSTEEL has demonstrated exceptional leadership in meeting ResponsibleSteel's rigorous ESG standards. We commend their proactive approach and commitment to continuous improvement. As the first MENA-based company to receive ResponsibleSteel™ certification, EMSTEEL is setting a new benchmark for the region and reaffirming its role as a leader in responsible industry transformation. This achievement not only strengthens EMSTEEL's position on the global stage but also contributes to the UAE's broader vision for sustainable economic development and climate action.' ResponsibleSteel is the steel industry's first global multi-stakeholder standard and certification initiative. It works with steel producers, consumers, and intermediaries to build a sustainable steel industry by addressing key challenges such as responsible sourcing, climate change, diversity, human rights, and environmental stewardship, among other critical initiatives. About EMSTEEL EMSTEEL is a public joint stock company (ADX: EMSTEEL) and the UAE's largest steel and building materials manufacturer. The Group leverages cutting-edge technologies to supply both the local market and over 70 international markets with high-quality finished products, creating a one-stop shop for the manufacturing and construction sectors. EMSTEEL is committed to contributing to the UAE's industrial strategy 'Operation 300 billion' by delivering market-leading products to support local industries, creating job opportunities for UAE Nationals, and enhancing its sustainable practices. The Group is a global leader in low-carbon steel production and is aligned with the UAE's Net Zero by 2050 Strategic Initiative. Headquartered in Abu Dhabi, EMSTEEL operates 16 state-of-the-art plants, with a production capacity of 3.5 million tonnes of steel and 4.6 million tonnes of cement annually, fuelling the nation's most iconic projects. EMSTEEL is majority owned by ADQ, an active sovereign investor with a focus on critical infrastructure and supply chains.

DOWNLOAD THE APP

Get Started Now: Download the App

Ready to dive into a world of global content with local flavor? Download Daily8 app today from your preferred app store and start exploring.
app-storeplay-store