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.
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