Shoppers in the MENA region are expected to spend about USD6 billion this year online shopping during Black Friday, a 30% increase compared to last year.
A report by RedSeer Consulting has shown that 56% of MENA consumers’ purchases will be in Fashion’s ready-to-wear clothes, groceries, home sector, and electronics.
Black Friday season is associated with high discounts, therefore motivating more consumers to shop online.
Consumers are increasingly looking for retailer/brand applications to find products during Black Friday, whereby more than 95% of them use some digital channels for product discovery on Black Friday. Short-form videos (TikTok) are growing fast, while Facebook and Google product discovery ecosystems continue to be strong, the report said.
This effect is also used in the fashion sector where consumers prefer to buy from well-known retailers such as Zara and H&M, according to the same source.
The report also revealed changes in consumers’ behavior while shopping during the Black Friday sales season, noting that bargains make them feel more satisfied, and therefore, push them to shop more compared to the previous year.
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