MENA’s $74 Billion Opportunity: 5 White Friday Tips for eCommerce Merchants
This year, 85% of consumers in the UAE and KSA plan to shop on White Friday. Back in 2021, average spending reached $120 in the UAE and $135 in KSA — and expectations are even higher this year!
Ready for White Friday? This isn’t just any shopping day – it’s a $74 billion opportunity, and it’s all happening right here in MENA. With eCommerce booming and shoppers more eager than ever to grab a deal, it’s the perfect time to make your mark.
But here's the thing: it’s not enough to just offer a discount and call it a day. You need to create an experience that makes customers hit ‘buy’ without a second thought.
Here’s how to rise above the competition and make your mark this White Friday.
The Story of White Friday in MENA
In MENA we call it White Friday!
While the North American Black Friday holiday gets all the attention, our region gave it a twist.
Why the name? Well, Friday is considered one of the holiest days in Islam, and white represents peace and purity. So, in 2014, Ronaldo Mouchawar, the Co-Founder and CEO of Souq.com (now part of Amazon), thought, “Why not bring the excitement of those epic deals to the Arab World?” And just like that, White Friday was born.
The growth of online shopping in the region, paired with a preference for omnichannel shopping experiences, has caused White Friday to expand beyond its original one-day sales event. Now, it spans a full week of incredible deals.
White Friday Sales in MENA: A Booming Market
The retail opportunity for White Friday in MENA is huge—$74 billion to be exact. From $61 billion in 2021, the total sales have risen significantly, and experts expect even greater growth in 2024. In fact, 85% of consumers in the UAE and KSA are planning to take part in the shopping event this year. Back in 2021 the average consumer in the UAE spent around $120 while in KSA, that figure reached $135.
5 Key White Friday Marketing Strategies to Drive Sales
- Optimize Your Social Media Presence
Given the high mobile and internet penetration in MENA, social media marketing remains one of the most effective ways to promote your White Friday deals. Whether you're active on TikTok, Instagram, Snapchat, or Facebook, be sure to share engaging content that draws attention to your promotions.
- Use Relevant Hashtags: Hashtags like #BlackFridayDeals, #WhiteFriday, #Onlineshopping, and #FYP can help increase your content's visibility on social media platforms. Utilize hashtag research tools to target the right audience. For example, check Hashtagify for trending hashtags.
- Collaborate with Micro-Influencers: Work with influencers who cater to your target market. For instance, if you sell fashion, collaborate with fashion influencers to amplify your message.
- Engage with Your Audience: Run contests, giveaways, or polls to spark excitement. Remember, the more interaction your posts get, the more likely they are to appear on users' feeds.
Pro Tip: Don't forget to monitor your mentions to quickly respond to any questions or comments—keeping the conversation going can increase customer trust and engagement.
- Run Targeted Social Campaigns
Paid campaigns offer more flexibility than organic posts, allowing you to tailor ads based on demographics, location, interests, and even keywords. Whether you use Meta Business Manager for Instagram and Facebook or X Ads for Twitter, investing in paid ads can help you reach the ideal audience and increase visibility during this busy shopping period.
These campaigns also provide valuable insights, enabling you to track performance and refine future campaigns for even better results.
- Create Video Content to Drive Engagement
Video content reigns supreme across social media platforms like TikTok, YouTube Shorts, and Instagram Reels. Studies show that 80% of consumers watch videos before making a purchase. That means creating short, engaging video clips can directly influence buying decisions. Showcase your WhiteFriday deals in a creative and compelling way, whether through product demos or behind-the-scenes sneak peeks.
Video Tip: Focus on authentic, relatable content that speaks to your audience. This will resonate more than overly polished advertisements.
- Deliver a Smooth, Trustworthy Shopping Experience
With online shopping now a standard practice in MENA, customers expect an easy and secure shopping experience. Here's how you can ensure your site meets those expectations:
- Simplify Checkout: Customers should be able to complete their purchase quickly and securely using their preferred currency and payment methods.
- Offer Flexible Payment Methods: With the increasing popularity of Buy Now, Pay Later (BNPL) services in MENA, offering solutions like Tabby can give customers the freedom to pay over time.
- Ensure Omnichannel Flexibility: Many consumers prefer to browse online and shop in-store. If you have physical locations, make sure both your online and offline stores are optimized for a smooth experience.
Prioritize Security: With online shopping still emerging in MENA, it's crucial to create a safe environment. Use reputable payment partners and emphasize a strong return/refund policy to build customer trust.
- Leverage Social Listening Tools to Gain Insights
Understanding what your customers are talking about can provide valuable insights that boost sales. A social listening tool allows you to track mentions of your brand, competitors, and trending topics related toWhite Friday. By engaging with potential customers or influencers, you can convert interest into action.
Here are some tools to consider:
By using social listening effectively, you can identify trends and opportunities to engage with your audience and grow your customer base.
Brands Winning at White Friday Marketing
Shopify
Shopify excels in generating excitement for White Friday. In addition to running a weekly countdown, Shopify highlights apps from its marketplace that help businesses make the most of White Friday. With easy integrations and powerful analytics, Shopify helps merchants to manage and scale their White Friday promotions effectively. Check out our Shopify blog post to learn more about maximizing sales.
Home Center
Home Center uses week-long flash sales on their website and app to keep customers engaged throughout the entire week. By introducing a new “Category of the Day,” they encourage repeat visits from consumers looking for the best deals. This strategy keeps the audience actively engaged, ensuring high retention throughout the shopping period.
How to Stand Out During White Friday?
With countless stores offering irresistible deals, the competition is fierce. To ensure your business stands out, here are some data-backed strategies to help you drive sales this White Friday:
- Optimize Social Media to Capture Attention and Engagement: Approximately 60% of shoppers are influenced by social media in their purchasing decisions.
- Run targeted ads to reach your ideal audience: With 85% of consumers in the UAE and KSA planning to shop, the demand is high.
- Create compelling video content: Knowing that 80% of consumers watch videos before making a purchase. Short, engaging videos on platforms like TikTok and YouTube Shorts can convert interest into sales.
- Enhance your shopping experience on mobile: With 70% of shoppers expected to make their purchases through mobile devices this year.
- Leverage BNPL Services: The Buy Now, Pay Later (BNPL) market in the Middle East is projected to reach around USD 146.19 billion by 2032, growing at a CAGR of 32.20%.
- Use Social Listening Tools to Track Trends and Get Real-Time Insights: Approximately 30% of consumers make cross-border purchases, presenting opportunities to expand your reach through social listening tools.
Don't let your store get lost in the shuffle. By refining your marketing strategies and using these stats, you can maximize your sales during this crucial shopping period.
Get ready for a successful White Friday and Black Friday, and end the year on a high note!
Happy White Friday!
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