Black Friday in KSA: Still About the Thrill of a Good Deal
Akshay Jayaprakasan
Black Friday in Saudi Arabia is shaping up to be a season defined by value-driven enthusiasm. From electronics to home essentials, shoppers are showing strong readiness to spend, driven by a mix of big-ticket discounts, trusted local brands, and attractive promotions. Across generations, consumers are engaging with deals in distinct ways, and flexible payment options are expected to play a pivotal role in enabling larger purchases. This year, the Saudi market promises a dynamic and opportunity-rich shopping season for both retailers and consumers alike.
Black Friday excitement is high in KSA, especially among Gen Y
Shoppers in Saudi Arabia continue to show strong enthusiasm for Black Friday. This sustained momentum is largely driven by Gen Y consumers, who not only shop for themselves but also take on a larger share of household purchases. Their dual influence as personal and family shoppers makes them the backbone of this season’s retail energy. While other age groups are also participating, it is the spending readiness and decisive intent of Gen Y that sets the tone for the Saudi Black Friday market this year.
Big-ticket discounts power key categories
Value remains the central motivator behind Saudi shoppers’ category choices this Black Friday. Electronics and home purchases are driven by the promise of big-ticket discounts, signalling that consumers are waiting for this season to make higher-value upgrades. In Beauty and Personal Care, the focus is more on bundled and value-pack offers, as shoppers seek to stock up on daily essentials while saving more per unit. Together, these trends reveal a distinctly deal-conscious yet practical mindset, in which consumers are willing to spend, but only when they see meaningful value in the offer.
Preference leans toward local brands
Saudi consumers show a clear inclination toward local brands, with their preference notably higher than in the UAE. This reflects KSA’s more locally rooted consumer base, unlike the UAE’s diverse expatriate mix that drives wider demand for international labels. Government efforts such as the “Made in Saudi” initiative have further strengthened trust and visibility for homegrown names.
At the same time, a sizable portion of shoppers express no strong preference, reflecting a growing openness to both local and international brands. This neutrality underscores that while brand origin can influence purchase decisions, factors like price competitiveness, availability, and perceived value continue to drive the final choice.
Flash and site-wide deals lead, with differing generational preferences
When it comes to the types of promotions that resonate most, Saudi shoppers are clear in their preferences. Flash sales and site-wide discounts to dominate attention, offering both urgency and breadth of choice.
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Yet, there are subtle generational divides in how consumers engage with these offers. Gen Z gravitates toward flash sales, seeking the thrill of limited-time opportunities and quick wins, while Gen Y prefers the reliability and comprehensive nature of site-wide discounts. Together, these deal formats define the rhythm of Black Friday in KSA, balancing excitement with value across shopper segments.
BNPL poised to drive big-ticket purchases
Buy Now, Pay Later (BNPL) adoption in KSA is higher than in the UAE, and like the UAE market, this Black Friday season is expected to drive even greater usage of these platforms for big-ticket purchases.
More than 25% of consumers reported using BNPL for their last electronics purchase, and over 19% used it for home and living items, highlighting the traction in high-value categories. With these segments leading adoption, BNPL is set to become a critical enabler for larger purchases, allowing shoppers to access premium products while spreading payments over time.
Retailers who provide seamless BNPL options across online and offline channels are likely to benefit from increased basket sizes and stronger customer engagement.
As Black Friday approaches, the Saudi retail landscape is poised for an exciting period of heightened activity and strategic purchasing. Retailers who align their offerings with category-specific motivators, generational preferences, and flexible payment solutions are best positioned to capture the market’s full potential. With big-ticket discounts, flash sales, and BNPL options fuelling consumer enthusiasm, the season promises strong sales momentum and opportunities for both online and offline channels.
Stay tuned for more insights on what to expect this Black Friday season. If you’d like to discuss these trends in more detail or explore specific insights for your business, don’t hesitate to reach out to us.