Latest news with #Admitad
Hi Dubai
31-07-2025
- Business
- Hi Dubai
Dubai Summer Sale Sees 40% Digital Sales Surge and Rise in Cross-Border Orders
Despite the low season, the Dubai Summer Sale is going to be a new Black Friday for the summer months in the UAE, driven by cross-border orders and promotional discount campaigns from brands. Flowwow, a UAE-based gifting marketplace, and Admitad, a global performance marketing company, conducted a joint e-commerce research, analysing over 2 million online orders during the summer season from June 27 to August 31 in the UAE and MENA. With the Dubai Summer Surprise (DSS) 2024 campaign (also known as Dubai Summer Sale), the merchandise revenue grew by 15% with a 40% share of mobile commerce orders. UAE Summer Sales Insights Flowwow's summer gift sale in 2024 saw a significant year-over-year boost, with GMV up by 160.2% and the number of sales increasing by 162% in the Emirates. According to Admitad data for e-commerce orders, in the UAE, the number of online orders grew by 12%, and Gross Merchandise Value (GMV) increased by 15%. Accompanied by a rise in average order value from $69 to $75, this growth was fuelled by mobile shopping, cross-border orders during the holiday summer season, and Gen Z's highly digital habits. Sales in the low season are being boosted by the Dubai Summer Sale in both online and in-store shopping, as UAE brands work to maintain growth during the off-season by offering special deals, discounts, and promotional campaigns like 'Shop, Scan & Win'. Analytics forecast a further 15% rise in online orders for the Dubai Summer Surprise 2025. Mobile commerce kept growing in MENA, with the share of purchases made on mobile devices increasing from 39% to 40% in the summer. Smartphones contributed 79% of 2024 sales in total, confirming mobile's primacy in the UAE e-commerce market. According to Flowwow and Admitad analysts, the share of mobile orders will continue to grow by 10% in 2025. MENA Regional Summer Trends The UAE and Kuwait were leading the region in summer shopping, recording the highest average order values (AOV) during the 2024 season. Kuwait topped the list with an AOV of $120, followed by the UAE at $75. Other key markets included Jordan ($55), Saudi Arabia ($52), and Qatar ($50), all showing healthy levels of consumer spending across various retail categories. Across the MENA region, online sales experienced notable year-on-year growth: the number of orders during summer increased by 12%, while Gross Merchandise Value (GMV) rose by 21%, with part of this growth attributed to inflation. The Average Order Value (AOV) in MENA saw a rise from $30 to $36. Saudi Arabia also saw positive dynamics, with an 8% increase in order volume and a 16% boost in GMV in 2024. During summer, the average order value in the Kingdom climbed from $48 to $52. This rise is partially attributed to inflation and increasingly digital consumer habits, especially among Gen Z consumers. Data shows that approximately 60% of UAE consumers have made at least one online purchase from an international retailer. Moreover, over 80% of the UAE online shoppers buy from international websites via global e-commerce platforms like Amazon and AliExpress. These global e-commerce giants and niche marketplaces are driving cross-border orders to and from the UAE, underscoring the growing popularity of shopping across international markets. Flowwow internal data proves this trend and shows a 20% increase in demand for cross-border gifting during the summer season of 2024. While many UAE residents travel abroad during the summer, more and more people are ordering gifts online — either from other countries to the UAE or from the UAE to loved ones abroad. Leading countries in this trend include the United Kingdom (17%), the United States of America (15%), Russia (12%), Saudi Arabia (10%), Germany (5%), France (5%), the Netherlands (4%), Kazakhstan (4%), Spain (4%), Turkey (4%), Italy (3%) and several others. This rise in cross-border gifting reflects broader patterns. International travel bookings by UAE residents surged by 35% in July and August 2024 compared to the previous year, according to travel agencies. Europe accounted for 65% of all UAE visa requests in Q2, highlighting a strong seasonal trend as millions of UAE residents travel abroad during the summer. 'The growth in cross-border orders shows just how open and globally connected the UAE market is. During the Dubai Summer Sale, we see people not only shopping for themselves, but also sending gifts abroad — connecting with friends and family across different countries. With its diverse, multicultural population and strong e-commerce market, the UAE has become a key destination for international shopping. At Flowwow, we're proud to support that by making cross-border gifting easier and more convenient.' — said Slava Bogdan, CEO at Flowwow. Leading Summer Categories Summer 2024 shopping data reveals clear category preferences across the MENA region, with Fashion leading the way at 21% of total purchases. Home & Garden (19%) and Electronics (18%) follow, showing that consumers remain focused on both lifestyle upgrades and tech essentials. 'Dubai Summer Sale, one of the leading shopping moments of the year, shows strong interest in fashion and high demand for seasonal clothing and accessories in the UAE. Fashion leads with 28% of all e-commerce purchases in the country: local consumers are buying fashion items both in malls and online, using global e-commerce platforms for cross-border orders. The sales season is also driving increased interest in car products among UAE consumers and the growing influence of seasonal sales' — Anna Gidirim, CEO at Admitad, commented. Among other leading categories in the UAE, Electronics (17%) and Home & Garden (14%) also remain popular, while increased spending on Car Products (11%) and Toys & Hobbies (7.5%) points to a broader focus on home life, family, and mobility. Flowers (60%), cakes and bakery products (15%) became the leaders of gifting orders in the UAE, alongside edible bouquets of strawberries (5%), balloons (4%), and houseplants (3%). Saudi Arabia shows a similar pattern, with Fashion (22%), Electronics (19%), and Home & Garden (15%) topping the list. Car Products (10%) and Toys & Hobbies (7%) continue to draw consumer interest during the summer season. The Dubai Summer Sale is changing the way people shop in the summer, driving a wave of online spending, cross-border gifting, and mobile-first purchases, helping the UAE's e-commerce market, now worth over $8.80 billion, to grow.
Zawya
30-07-2025
- Business
- Zawya
Dubai Summer Sale becomes the ‘Black Friday' of the season
Dubai, UAE — Despite the low season, the Dubai Summer Sale is going to be a new Black Friday for the summer months in the UAE, driven by cross-border orders and promotional discount campaigns from brands. Flowwow, a UAE-based gifting marketplace, and Admitad, a global performance marketing company, conducted a joint e-commerce research, analysing over 2 million online orders during the summer season from June 27 to August 31 in the UAE and MENA. With the Dubai Summer Surprise (DSS) 2024 campaign (also known as Dubai Summer Sale), the merchandise revenue grew by 15% with a 40% share of mobile commerce orders. UAE Summer Sales Insights Flowwow's summer gifts sale in 2024 saw a significant year-over-year boost, with GMV up by 160.2% and the number of sales increasing by 162% in the Emirates. According to Admitad data for e-commerce orders, in the UAE, the number of online orders grew by 12%, and Gross Merchandise Value (GMV) increased by 15%. Accompanied by a rise in average order value from $69 to $75, this growth was fuelled by mobile shopping, cross-bored orders during the holiday summer season, and Gen Z's highly digital habits. Sales in the low season are being boosted by the Dubai Summer Sale in both online and in-store shopping, as UAE brands work to maintain growth during the off-season by offering special deals, discounts, and promotional campaigns like 'Shop, Scan & Win'. Analytics forecast a further 15% rise in online orders for the Dubai Summer Surprise 2025. Mobile commerce kept growing in MENA, with the share of purchases made on mobile devices increasing from 39% to 40% on summer. Smartphones contributed 79% of 2024 sales in total, confirming mobile's primacy in the UAE e-commerce market. According to Flowwow and Admitad analysts, the share of mobile orders will continue to grow by 10% in 2025. MENA Regional Summer Trends The UAE and Kuwait were leading the region in summer shopping, recording the highest average order values (AOV) during the 2024 season. Kuwait topped the list with an AOV of $120, followed by the UAE at $75. Other key markets included Jordan ($55), Saudi Arabia ($52), and Qatar ($50), all showing healthy levels of consumer spending across various retail categories. Across the MENA region, online sales experienced notable year-on-year growth: the number of orders during summer increased by 12%, while Gross Merchandise Value (GMV) rose by 21%, with part of this growth attributed to inflation. The Average Order Value (AOV) in MENA saw a rise from $30 to $36. Saudi Arabia also saw positive dynamics, with an 8% increase in order volume and a 16% boost in GMV in 2024. During summer, the average order value in the Kingdom climbed from $48 to $52. This rise is partially attributed to inflation and increasingly digital consumer habits, especially among Gen Z consumers. Rise of Cross-Border Shopping Due to Digitally Savvy Consumers Data shows that approximately 60% of UAE consumers have made at least one online purchase from an international retailer. Moreover, over 80% of the UAE online shoppers buy from international websites via global e-commerce platforms like Amazon and AliExpress. These global e-commerce giants and niche marketplaces are driving cross-border orders to and from the UAE, underscoring the growing popularity of shopping across international markets. Flowwow internal data proves this trend and shows a 20% increase in demand for cross-border gifting during the summer season 2024. While many UAE residents travel abroad during the summer, more and more people are ordering gifts online — either from other countries to the UAE or from the UAE to loved ones abroad. Leading countries in this trend include the United Kingdom (17%), the United States of America (15%), Russia (12%), Saudi Arabia (10%), Germany (5%), France (5%), the Netherlands (4%), Kazakhstan (4%), Spain (4%), Turkey (4%), Italy (3%) and several others. This rise in cross-border gifting reflects broader patterns. International travel bookings by UAE residents surged by 35% in July and August 2024 compared to the previous year, according to travel agencies. Europe accounted for 65% of all UAE visa requests in Q2, highlighting a strong seasonal trend as millions of UAE residents travelling abroad during the summer. 'The growth in cross-border orders shows just how open and globally connected the UAE market is. During the Dubai Summer Sale, we see people not only shopping for themselves, but also sending gifts abroad — connecting with friends and family across different countries. With its diverse, multicultural population and strong e-commerce market, the UAE has become a key destination for international shopping. At Flowwow, we're proud to support that by making cross-border gifting easier and more convenient,' — said Slava Bogdan, CEO at Flowwow. Leading Summer Categories Summer 2024 shopping data reveals clear category preferences across the MENA region, with Fashion leading the way at 21% of total purchases. Home & Garden (19%) and Electronics (18%) follow, showing that consumers remain focused on both lifestyle upgrades and tech essentials. 'Dubai Summer Sale, one of the leading shopping moments of the year, shows strong interest in fashion and high demand for seasonal clothing and accessories in the UAE. Fashion leads with 28% of all e-commerce purchases in the country: local consumers are buying fashion items both in malls and online, using global e-commerce platforms for cross-border orders. The sales season is also driving increased interest in car products among UAE consumers and the growing influence of seasonal sales' — Anna Gidirim, CEO at Admitad commented. Among other leading categories in the UAE, Electronics (17%) and Home & Garden (14%) also remain popular, while increased spending on Car Products (11%) and Toys & Hobbies (7.5%) points to a broader focus on home life, family, and mobility. Flowers (60%), cakes and bakery products (15%) became the leaders of gifting orders in the UAE, alongside edible bouquets of strawberries (5%), balloons (4%), and houseplants (3%). Saudi Arabia shows a similar pattern, with Fashion (22%), Electronics (19%), and Home & Garden (15%) topping the list. Car Products (10%) and Toys & Hobbies (7%) continue to draw consumer interest during the summer season. The Dubai Summer Sale is changing the way people shop in the summer, driving a wave of online spending, cross-border gifting, and mobile-first purchases — helping the UAE's e-commerce market, now worth over $8.80 billion, to growth. -Ends- About Flowwow: Flowwow is a UAE-based gifting marketplace that simplifies gift-giving and connects local brands with customers. Rethinking the $30 billion online gifting market, Flowwow hosts over 18,000 local brands from 1,500 cities and operates in over 40 countries, including the UAE, Spain, the UK, Brazil, and the CIS region. As of 2024, the platform processed 4.6 million orders. About Admitad: Admitad is a global technology and performance marketing company connecting brands, publishers, and consumers across more than 20 countries. Admitad, a part of Mitgo Group, helps drive targeted traffic and boost sales. It is designed for businesses of any size to expand their reach and grow globally through partnerships. Admitad facilitates new customers and sales for over 3,000 clients by partnering with more than 300,000 publishers worldwide.
Campaign ME
20-06-2025
- Business
- Campaign ME
How MENA consumers shop during Father's Day
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.
Khaleej Times
05-06-2025
- Business
- Khaleej Times
Eid Al Adha 2025: Emotional commerce and seasonal trends boost 45% online sales growth in Mena
Eid Al Adha 2025 is expected to deliver a 45 per cent boost in mobile sales across the Middle East and North Africa (Mena) e-commerce market and 150 per cent growth in gifting purchases, data showed, driven by a rise in emotionAl first commerce and seasonal trends. Research by Flowwow, a UAE-based gifting marketplace, and Admitad, a leading affiliate marketing platform, projects a growth of 15 per cent in gross merchandise volume (GMV) orders growth in e-commerce research ahead of Eid Al Adha 2025, one of the region's key retail moments. The growth in online orders, sales GMV, and average order value during Eid Al Adha highlights a digital shift from traditional mall retail to fast and tech-enabled online shopping. In the changing e-commerce sector, super apps and marketplaces compete to meet the increasingly sophisticated demands of digital consumers. The region's rich culture of gifting, combined with its multinational population and rising income levels, continues to boost the rapid growth of online gifting in the GCC, making it the fastest-growing $1.8 billion market in this space, projected to reach $6.38 billion by 2030. The study, which analysed over 150,000 customer orders during the Eid Al Adha period 2024–2025, shows rising consumer demand for seasonal gifts and emotionally driven purchasing decisions. The analytics forecast a shift toward higher-value purchases, and strong mobile commerce growth, trends expected to continue into 2025 with projected 10 per cent order growth and mobile sales exceeding 45 per cent across the Mena region. Eid Al Adha is one of the biggest shopping seasons of the year in the Mena region, driven by traditions of generosity, gifting, and festive preparation. Looking ahead to Eid Al Adha 2025, Analysts project the number of e-commerce orders in the region to increase by 10 per cent, with GMV expected to grow by 14-15 per cent during the holiday, boosted by rising average household incomes and a growing shift toward digital shopping. Mobile commerce was a key driver of growth, with 47 per cent of online orders in the UAE and over 50 per cent in Saudi Arabia made via mobile devices. Across Mena, mobile purchases rose to 41.5 per cent, up from 38 per cent last year, showing the ongoing shift to mobile-first shopping. During the five-day holiday window in 2024, online orders in the Mena region increased by 5 per cent compared to non-holiday periods, while gross merchandise value (GMV) grew by 14 per cent. The average order value (AOV) rose from $37 to $40, an 8 per cent increase, showing a shift toward higher-value purchases. The UAE and Saudi Arabia, along with Kuwait, Qatar, and Jordan, stood out as some of the top-performing markets, with Saudi consumers posting an AOV of $62 and UAE shoppers close behind at $61. The gifting sector is following this growing trend: Flowwow gifting marketplace recorded a significant surge in sales during Eid Al Adha 2024 in the UAE, with GMV rising by 472 per cent year-over-year, marking a 5.72x performance increase compared to the previous year. This growth was accompanied by a 413 per cent rise in the number of transactions during the Eid period, showing growing customer engagement and stronger market demand during the holiday. The average order value for Eid Al Adha gifts also saw an improvement, reaching Dh354.28 ($96.46) – an increase of 19.9 per cent in UAE dirham terms and 20.3 per cent in US dollar terms, proving the demand for high-quality gifts. Moreover, the share of repeat gift purchases reached 71.8 per cent, reflecting growing customer loyalty. Consumer gifting preferences across the Mena region varied, reflecting both cultural nuances and national purchasing habits. In Saudi Arabia, electronics led the category chart, comprising 25.2 per cent of total orders, followed by home goods (15.5 per cent) and fashion (14.6 per cent). Automotive products, including spare parts and motorcycle gear, were particularly popular in the kingdom, accounting for 12.2 per cent of purchases. In the UAE, home goods took the top spot at 23.4 per cent, followed closely by electronics (21.7 per cent), accessories such as bags and jewellery (18.6 per cent), and fashion (17.5 per cent). 'During Eid Al Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. At the same time, gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,' said Anna Gidirim, CEO of Admitad. During the Eid Al Adha period, marketplace data indicates that peony sales in the UAE increased by 151 per cent during the June holiday week, positioning peony bouquets among the top 10 best-selling gift items. This data aligns with 2024 market findings, with the UAE flower market saw a remarkable 200 per cent surge in peony sales over the summer and over 4,300 units sold last year. This trend shows how the timing of Eid Al Adha and the short peony season came together to drive a surge in demand. Among other popular gifting categories during the Eid Al Adha holiday on Flowwow were flowers (72 per cent), followed by hamper boxes (15 per cent), sweets and bakeries (9 per cent), and balloons and edible bouquets (2 per cent each). One of the main drivers of these on-occasion and non-occasion shopping trends and gifting market growth is the rise of emotional and social commerce. Emotion strongly influences consumer behaviour in the Mena region: a Google study shows that shoppers often rely on emotional triggers to make purchase decisions, while another research found that marketing campaign designed to foster emotional connection can lead to a 70 per cent increase in product usage and sales. In response, brands are moving away from transactional 'buy-now' messaging toward emotionally driven campaigns rooted in cultural values and storytelling. During Eid, influencer content and behind-the-scenes narratives on platforms like Instagram, TikTok, and Snapchat enhance the emotional impact of gifting. A TikTok and Ipsos study found that 61 per cent of users find TikTok more entertaining during Eid, with many discovering and trying new products through storytelling content. This emotional connection drives a shift away from generic presents toward meaningful, experience-based gifts, making social and emotional commerce a key driver of visibility and cultural relevance. 'We've seen how emotional commerce drives market activity during Eid Al Adha. This holiday, with its focus on generosity and connection, offers a key opportunity to engage with the audience through emotionally resonant messaging. People choose gifts that express real care and connection, making Eid a truly meaningful time for sharing and celebration,' Slava Bogdan, CEO of Flowwow, commented.
Gulf Business
04-06-2025
- Business
- Gulf Business
Eid Al Adha 2025: What's in the shopping cart for MENA consumers?
Image credit: Getty Images The MENA region is poised for a major surge in online shopping activity this Eid Al Adha, with experts projecting a significant rise in e-commerce orders and gross merchandise value (GMV). Read- According to joint research by UAE-based gifting marketplace Flowwow and global affiliate marketing platform Admitad, GMV is expected to grow by 14 to 15 per cent during the holiday season, with total e-commerce orders anticipated to rise by 10 per cent across the region. The study, based on an analysis of more than 150,000 customer transactions during the 2024–2025 Eid Al Adha period, highlights a growing demand for seasonal gifting and emotionally driven consumer behavior. Key trends include an upward shift toward high-value purchases, continued mobile commerce acceleration, and the increasing role of storytelling and emotional marketing in purchasing decisions. Mobile-first shopping on the rise Mobile commerce continues to lead the transformation of the retail landscape in the region. In 2024, mobile devices accounted for 47 per cent of all online purchases in the UAE, and more than 50 per cent in Saudi Arabia. Across the broader MENA region, mobile's share of e-commerce transactions reached 41.5 per cent, up from 38 per cent the previous year—demonstrating a growing preference for mobile-first shopping. This shift is driven by increased smartphone penetration, better mobile app experiences, and the rapid adoption of digital payment solutions. Experts predict this trend will continue to fuel the e-commerce sector throughout 2025. 2024 holiday sales show strong performance Data from the 2024 Eid Al Adha season reveals a notable uptick in consumer spending. Online orders in the MENA region increased by 5 per cent during the five-day holiday period compared to non-holiday weeks, while GMV grew by 14 per cent. The average order value (AOV) rose from $37 to $40—an increase of 8 per cent. The highest AOV figures were recorded in Saudi Arabia ($62) and the UAE ($61), followed by other strong performers such as Kuwait, Qatar, and Jordan. Flowwow sees exponential growth Flowwow reported exceptional year-on-year growth in its UAE operations during Eid Al Adha 2024. The platform recorded a 472 per cent increase in GMV and a 413 per cent rise in total transactions, underlining growing consumer demand for festive gifting. The average order value for gifts on Flowwow reached Dhs354.28 ($96.46), reflecting a 19.9 per cent rise in local currency and a 20.3 per cent jump in US dollar terms. Additionally, customer loyalty appears to be strengthening: 71.8 per cent of Eid Al Adha gift orders came from repeat buyers, demonstrating a deepening engagement with online gifting platforms. Regional gifting preferences Gift preferences differed significantly between countries, underscoring the cultural diversity of the MENA market. In Saudi Arabia, electronics dominated with a 25.2 per cent share of total orders, followed by home goods (15.5 per cent), fashion (14.6 per cent), and automotive products (12.2 per cent), including motorcycle gear and spare parts. In contrast, UAE consumers prioritised home goods (23.4 per cent), electronics (21.7 per cent), accessories such as bags and jewellery (18.6 per cent), and fashion (17.5 per cent). 'During Eid Al Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. Gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,' said Anna Gidirim, CEO of Admitad. Floral trends and seasonal favorites Floral gifts emerged as a major trend, especially peonies, which saw a 151 per cent increase in sales in the UAE during the June holiday week. The flower became one of the top 10 best-selling gift items on Flowwow during Eid Al Adha. This mirrored a broader trend in 2024, when the UAE's flower market experienced a 200 per cent surge in peony sales during the summer, with over 4,300 units sold. Other popular gift categories on Flowwow included flowers (72 per cent), hamper boxes (15 per cent), sweets and bakeries (9 per cent), and balloons or edible bouquets (2 per cent each). Emotional commerce driving consumer decisions The rise of emotional and social commerce is increasingly shaping how brands connect with consumers during Eid Al Adha. Emotional triggers are now central to purchase decisions in the region. A Social media platforms like Instagram, TikTok, and Snapchat play a crucial role in this emotional economy. Influencer-driven content, behind-the-scenes brand stories, and culturally resonant campaigns are replacing transactional advertising with meaningful storytelling. A TikTok and Ipsos study found that 61 per cent of users consider TikTok more entertaining during Eid, with many users discovering and trying new products thanks to video storytelling. 'We've seen how emotional commerce drives market activity during Eid Al Adha,' said Slava Bogdan, CEO of Flowwow. 'This holiday, with its focus on generosity and connection, offers a key opportunity to engage with audiences through emotionally resonant messaging. People choose gifts that express real care and connection, making Eid a truly meaningful time for sharing and celebration.' Outlook: Digital gifting boom to continue The consistent growth in online orders, GMV, and AOV during Eid Al Adha indicates a lasting digital shift in the region's retail ecosystem. As super apps and online marketplaces compete to capture the attention of digitally savvy consumers, the region's long-standing culture of gifting is adapting to new technologies. With rising household incomes and a young, tech-savvy population, the online gifting market in the GCC is expanding rapidly. Currently valued at $1.8bn, it is projected to reach $6.38bn by 2030. Eid Al Adha continues to evolve from a traditional religious festival into a digital commerce event with enormous economic and cultural significance.
