As the Middle East’s digital economy rapidly expands, consumer shopping patterns are undergoing a significant shift. Mobile commerce, expanding festive calendars, and rising demand for wellness and premium products are redefining how, when, and why people shop. For brands and marketers, understanding these evolving behaviors is crucial to capturing market share and sustaining customer engagement in 2025 and beyond.
Mobile Commerce as the New Norm
Mobile-first behavior is now a defining characteristic of seasonal shopping in MENA. In 2025, Eid al-Adha drove mobile orders to 41.5%, climbing to 50% in Saudi Arabia and 47% in the UAE. This reflects a growing reliance on smartphones, driven by strong digital infrastructure and widespread payment app adoption.
Mobile shopping also continues to lead in everyday e-commerce. In 2024, 44.6% of online orders across MENA were placed via mobile, reaching 62% in KSA and 60% in the UAE. These numbers highlight the necessity for brands to optimize digital platforms for mobile-first engagement—particularly during high-traffic festive windows.
Spending More on Premium Products
Consumers are spending more—and smarter—during seasonal events. Average order value (AOV) increased notably during festivals like Eid al-Adha, rising from $37 to $40, while the regional average climbed from $30 to $36 in 2024. High-value categories like electronics, furniture, and jewellery saw AOVs of $225–$255, showcasing a clear preference for quality and aspirational purchases.
This shift toward premiumization emphasizes the value of showcasing quality, exclusivity, and personalization in seasonal product offerings.
Shopping Seasons Are No Longer Just About Ramadan
While Ramadan and Eid remain critical, the regional retail calendar now features Saudi National Day, Singles’ Day, Black Friday, and year-end promotions. These events collectively create a six-week retail peak, prompting brands to rethink the timing and cadence of their campaigns.
Smaller, event-driven spikes—such as International Women’s Day (+14%) and winter sales—are also gaining relevance. Businesses that build flexible and adaptive marketing calendars will be better positioned to tap into consumer interest throughout the year.
Ramadan’s Influence Is Evolving
Ramadan’s earlier alignment with the Gregorian calendar has changed campaign strategies. Many retailers now launch pre-Ramadan promotions earlier, often overlapping with winter and Valentine’s Day sales.
Consumer behavior during Ramadan also shifts based on daily routines:
◁ 3–5 AM (Pre-Suhoor): +35–50% spike in grocery orders
◁ 6:30–9 PM (Post-Iftar): 60–80% surge in food/home shopping
◁ 9 PM–2 AM (Late-night): 60–75% rise in online orders; 45% mall footfall increase
For brands, timing is as critical as messaging—targeting consumers at these specific hours yields greater engagement and conversions.
Wellness and Gifting: New Pillars of Seasonal Demand
Wellness-focused products are no longer niche. Around 40% of UAE and KSA shoppers buy wellness groceries weekly, revealing growing health consciousness. At the same time, the regional gifting market reached $1.8 billion in 2024, driven by demand for flowers, desserts, and curated bundles—especially during November and December.
Gifting platforms experienced a 62% increase in order volume and 86% rise in GMV, highlighting the emotional and cultural value attached to festive gifting. To succeed, brands must integrate wellness and gifting as core components of seasonal campaigns.
Conclusion
Seasonal shopping in the Middle East is evolving fast—driven by mobile commerce, cultural fluidity, and consumer demand for personalized, high-value experiences. Brands that respond to these shifts with data-backed strategies and locally relevant messaging will lead the market.
Contact Innresearch Market Solution to unlock actionable consumer intelligence and optimize your seasonal campaigns. We help B2C and B2B clients stay ahead of market trends with expert research and insights tailored to the MENA region.
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