Black Friday has emerged as one of the most important events in retail in the Middle East and North Africa (MENA), owing to the wide array of deals and discounts spread out over the 5–6 week festive period. As retail traffic is set to be high, retailers in the region need to be cognizant of the emerging trends and clear shifts in consumer demand patterns to fully cash-in the massive purchase intent. 

In the previous edition, we shed light on the overall retail opportunity, change in purchasing behavior, and the overall impact on MENA’s retail landscape.  

This year, however, we observe a significant trend: digital media channels are playing an even more central role in energizing the shopping season. From driving awareness to brand visibility, these platforms are becoming key for retailers aiming to capture attention and drive conversion. 

Read on for more insights. 

1. Digital media channels have built massive trust, reflected in the highest growth of the digital media platforms as search channels  

Digital media channels have earned significant consumer trust, showcased by their rapid growth as primary search and discovery platforms. This trend highlights a shift where audiences rely on these channels for credible, engaging, and timely content. 

2. Brand retailer apps and digital media have become the top inspiration and discovery channel for consumers 

Brand retailer apps and digital media now lead as top sources of inspiration and discovery for shoppers. Their influence extends from initial product awareness to encouraging seamless purchases, reshaping consumer journeys. 

3. Among digital media channels, TikTok has made a strong comeback and for time ahead of Facebook