As the festive season of Eid Al Adha 2025 approaches, the MENA market is gearing up for another year of digital retail transformation. New research reveals how consumer behavior is shifting across the region, with emotional gifting, mobile-first shopping, and cultural preferences playing a critical role in how people shop and what they buy.
MENA Market Shows Strong Festive Growth
According to a joint study by Flowwow and Admitad, the MENA market is expected to see a 14 to 15 per cent growth in gross merchandise value (GMV) during Eid Al Adha 2025. Online orders are projected to increase by 10 per cent, pointing to rising digital engagement during the holiday season.
The data, based on over 150,000 customer transactions, highlights a growing interest in festive gifting, emotionally influenced purchases, and mobile shopping experiences.
Mobile Shopping Becomes the Norm
Rising Mobile Usage Across the MENA Market
Mobile commerce continues to dominate the MENA market, with 47 per cent of online purchases in the UAE and over 50 per cent in Saudi Arabia being made through smartphones in 2024. Across the wider region, mobile’s share of e-commerce rose to 41.5 per cent, up from 38 per cent the previous year.
The boost is attributed to:
- Better app experiences
- Rapid digital payment adoption
- Increased smartphone penetration
This mobile-first trend is expected to gain even more momentum in 2025.
Eid 2024 Sales Reflect Future Patterns
Higher Average Spend and More Orders
During Eid Al Adha 2024, the MENA market witnessed:
- A 5 per cent increase in online orders
- A 14 per cent growth in GMV
- A rise in average order value (AOV) from $37 to $40
Top-performing countries by AOV:
- Saudi Arabia: $62
- UAE: $61
- Other notable countries: Kuwait, Qatar, and Jordan
Flowwow Sees Explosive Growth in Gifting
The gifting platform Flowwow reported a:
- 472 per cent increase in GMV
- 413 per cent rise in transactions
Average order value for gifts reached Dhs354.28 ($96.46), reflecting a 20 per cent increase. Additionally, 71.8 per centof gift purchases came from repeat buyers, highlighting increased trust in digital gifting.
Gifting Preferences Show Cultural Variety
Country-Specific Buying Behaviors in the MENA Market
Gifting habits varied significantly by country:
- Saudi Arabia:
- Electronics: 25.2%
- Home goods: 15.5%
- Fashion: 14.6%
- Automotive products: 12.2%
- UAE:
- Home goods: 23.4%
- Electronics: 21.7%
- Accessories (bags, jewelry): 18.6%
- Fashion: 17.5%
These differences reflect how the MENA market is not a one-size-fits-all region, but a blend of culturally nuanced preferences.
Floral Gifts and Peony Craze Dominate Sales
In the UAE, flower sales—especially peonies—saw remarkable growth:
- Peony sales increased by 151 per cent during the Eid week
- Over 4,300 units sold in summer 2024
- Floral gifts made up 72 per cent of Flowwow sales
Other popular gifts:
- Hamper boxes: 15%
- Sweets/bakeries: 9%
- Balloons/edible bouquets: 4%
Emotional Commerce Drives Buying Decisions
Emotional and Social Triggers Boost Sales
Today’s MENA market consumers are not just looking for products—they’re seeking emotional connections. Research shows:
- Emotional marketing can increase sales by up to 70%
- Consumers rely more on feelings than facts when choosing gifts
Platforms like TikTok, Instagram, and Snapchat are driving this shift. A TikTok-Ipsos study found:
- 61% of users found TikTok more entertaining during Eid
- Many discovered new products through emotional video storytelling
What Lies Ahead for MENA’s Digital Gifting Market?
The MENA market is undergoing a lasting digital shift. Eid Al Adha is no longer just a spiritual occasion—it’s a digital shopping event.
Current valuation of the GCC’s online gifting market stands at $1.8 billion and is projected to reach $6.38 billion by 2030.
Factors behind this growth:
- Rising household incomes
- A tech-savvy, young population
- Expansion of mobile-first super apps and platforms
Conclusion: MENA Market Embraces a New Shopping Era
Eid Al Adha 2025 will likely break new records for online shopping in the MENA market, with trends like mobile-first purchasing, personalized gifts, and emotional storytelling defining consumer behavior.
As the holiday blends tradition with digital convenience, brands that embrace these evolving habits will be best positioned to win over the region’s increasingly connected shoppers.
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