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The MENA region is poised for a major surge in online shopping activity this Eid Al Adha, with experts projecting a significant rise in e-commerce orders and gross merchandise value (GMV).
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According to joint research by UAE-based gifting marketplace Flowwow and global affiliate marketing platform Admitad, GMV is expected to grow by 14 to 15 per cent during the holiday season, with total e-commerce orders anticipated to rise by 10 per cent across the region.
The study, based on an analysis of more than 150,000 customer transactions during the 2024–2025 Eid Al Adha period, highlights a growing demand for seasonal gifting and emotionally driven consumer behavior. Key trends include an upward shift toward high-value purchases, continued mobile commerce acceleration, and the increasing role of storytelling and emotional marketing in purchasing decisions.
Mobile-first shopping on the rise
Mobile commerce continues to lead the transformation of the retail landscape in the region. In 2024, mobile devices accounted for 47 per cent of all online purchases in the UAE, and more than 50 per cent in Saudi Arabia. Across the broader MENA region, mobile’s share of e-commerce transactions reached 41.5 per cent, up from 38 per cent the previous year—demonstrating a growing preference for mobile-first shopping.
This shift is driven by increased smartphone penetration, better mobile app experiences, and the rapid adoption of digital payment solutions. Experts predict this trend will continue to fuel the e-commerce sector throughout 2025.
2024 holiday sales show strong performance
Data from the 2024 Eid Al Adha season reveals a notable uptick in consumer spending. Online orders in the MENA region increased by 5 per cent during the five-day holiday period compared to non-holiday weeks, while GMV grew by 14 per cent. The average order value (AOV) rose from $37 to $40—an increase of 8 per cent.
The highest AOV figures were recorded in Saudi Arabia ($62) and the UAE ($61), followed by other strong performers such as Kuwait, Qatar, and Jordan.
Flowwow sees exponential growth
Flowwow reported exceptional year-on-year growth in its UAE operations during Eid Al Adha 2024. The platform recorded a 472 per cent increase in GMV and a 413 per cent rise in total transactions, underlining growing consumer demand for festive gifting. The average order value for gifts on Flowwow reached Dhs354.28 ($96.46), reflecting a 19.9 per cent rise in local currency and a 20.3 per cent jump in US dollar terms.
Additionally, customer loyalty appears to be strengthening: 71.8 per cent of Eid Al Adha gift orders came from repeat buyers, demonstrating a deepening engagement with online gifting platforms.
Regional gifting preferences
Gift preferences differed significantly between countries, underscoring the cultural diversity of the MENA market. In Saudi Arabia, electronics dominated with a 25.2 per cent share of total orders, followed by home goods (15.5 per cent), fashion (14.6 per cent), and automotive products (12.2 per cent), including motorcycle gear and spare parts.
In contrast, UAE consumers prioritised home goods (23.4 per cent), electronics (21.7 per cent), accessories such as bags and jewellery (18.6 per cent), and fashion (17.5 per cent).
“During Eid Al Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. Gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,” said Anna Gidirim, CEO of Admitad.
Floral trends and seasonal favorites
Floral gifts emerged as a major trend, especially peonies, which saw a 151 per cent increase in sales in the UAE during the June holiday week. The flower became one of the top 10 best-selling gift items on Flowwow during Eid Al Adha. This mirrored a broader trend in 2024, when the UAE’s flower market experienced a 200 per cent surge in peony sales during the summer, with over 4,300 units sold.
Other popular gift categories on Flowwow included flowers (72 per cent), hamper boxes (15 per cent), sweets and bakeries (9 per cent), and balloons or edible bouquets (2 per cent each).
Emotional commerce driving consumer decisions
The rise of emotional and social commerce is increasingly shaping how brands connect with consumers during Eid Al Adha. Emotional triggers are now central to purchase decisions in the region. A Google study highlighted that shoppers often rely on emotional connections rather than rational analysis when selecting gifts. Another survey showed that campaigns designed to evoke emotion can increase product usage and sales by up to 70 per cent.
Social media platforms like Instagram, TikTok, and Snapchat play a crucial role in this emotional economy. Influencer-driven content, behind-the-scenes brand stories, and culturally resonant campaigns are replacing transactional advertising with meaningful storytelling.
A TikTok and Ipsos study found that 61 per cent of users consider TikTok more entertaining during Eid, with many users discovering and trying new products thanks to video storytelling.
“We’ve seen how emotional commerce drives market activity during Eid Al Adha,” said Slava Bogdan, CEO of Flowwow. “This holiday, with its focus on generosity and connection, offers a key opportunity to engage with audiences through emotionally resonant messaging. People choose gifts that express real care and connection, making Eid a truly meaningful time for sharing and celebration.”
Outlook: Digital gifting boom to continue
The consistent growth in online orders, GMV, and AOV during Eid Al Adha indicates a lasting digital shift in the region’s retail ecosystem. As super apps and online marketplaces compete to capture the attention of digitally savvy consumers, the region’s long-standing culture of gifting is adapting to new technologies.
With rising household incomes and a young, tech-savvy population, the online gifting market in the GCC is expanding rapidly. Currently valued at $1.8bn, it is projected to reach $6.38bn by 2030.
Eid Al Adha continues to evolve from a traditional religious festival into a digital commerce event with enormous economic and cultural significance.
