Black Friday 2025 is About Lifestyle Upgrades in UAE 

Black Friday in the UAE is no longer just about chasing discounts; it’s about upgrading lifestyles. What was once a purely deal-driven shopping moment has evolved into a reflection of changing consumer aspirations. Shoppers are branching out across more categories, looking to elevate their homes, wardrobes, and everyday experiences. As deals become omnichannel, physical retail is stepping up alongside e-commerce, and flexible payment tools like BNPL are empowering bigger, more confident purchases. Together, these shifts suggest that this year’s Black Friday won’t just be about saving—it’ll be about living better. 

Purchase intent is spreading more evenly across retail categories 

 Black Friday shopping in the UAE is becoming more balanced across retail segments. While traditionally dominated by fashion and electronics, this year’s intent shows grocery and home categories catching up, reducing the gap between high- and low-adoption segments. The result is a more concentrated and evenly distributed purchase landscape, suggesting that consumers are now planning to shop across a wider mix of categories, rather than focusing on just a few. 

Lifestyle upgrades are driving purchasing decisions 

This year’s Black Friday is not just about finding the lowest prices; it’s about upgrading everyday living. Across key categories like electronics, beauty, and home, consumers are showing a strong intent to enhance their lifestyle through smarter, better-quality purchases. In electronics, shoppers are eyeing accessories and newer tech; in beauty, they’re turning to luxury fragrances at accessible prices; and in home, the focus is on replacing and refreshing essentials such as bath and linens. Together, these choices reflect a shift from transactional deal-hunting to more purposeful spending that elevates comfort, aesthetics, and convenience. 

Offline channels are playing an increasingly important role 

 As Black Friday evolves beyond its e-commerce roots, offline retail is emerging as a stronger part of the shopping mix. The share of consumers planning to purchase through physical stores has grown notably since 2023, driven by the rise of omnichannel deals and in-store offers. With major retailers now mirroring online discounts in-store, consumers are showing greater intent to explore both channels, seamlessly switching between digital discovery and physical experience. This shift highlights how Black Friday in the UAE is transforming into a truly omnichannel retail event. 

BNPL is set to accelerate big-ticket purchases 

 Buy Now, Pay Later (BNPL) is emerging as a key enabler for higher-value purchases this Black Friday. While current adoption remains lower than traditional payment methods like cash, cards, or e-wallets, over 85% of consumers expect to increase their use of BNPL during the season. This surge in planned usage signals significant potential for BNPL to drive sales, particularly for electronics, home, and other big-ticket categories, empowering shoppers to invest in lifestyle upgrades with greater flexibility and confidence. 

This Black Friday, UAE retailers should prepare for a market that is more diverse, discerning, and opportunity-rich than ever. Consumers are exploring multiple categories, upgrading their lifestyles, and embracing flexible payment options to make higher-value purchases. The growing role of offline channels alongside digital touchpoints underscores the need for seamless omnichannel strategies. Brands that can anticipate these evolving preferences and offer compelling, integrated experiences will be best positioned to capture both attention and sales this season. 

UAE shoppers are setting the tone this season, but a different story is unfolding in Saudi Arabia. Catch our next edition to see how Black Friday is shaping up in KSA.