1. Black Friday e-tailers are expected to move beyond electronics in 2021

Historically, electronics has been a bell-weather sector for Black Friday in the MENA. However, consumers are now buying other sectors such as fashion and beauty during Black Friday. We expect categories such as mobile/ tablets, casual wear, and skin care to dominate online sales during Black Friday this year.

UAE Online BF Category Adoption vs GMV, 2021

2. Consumers during Black Friday now look for factors other than just discounts

Black Friday is also traditionally associated with high discounts. However, 40% of consumers this year are expected to buy during the Black Friday period for other more qualitative reasons including – offer variety, gifting, and product exclusivity.

Motivation to Buy During Online Black Friday, % of Respondents

3. Consumers look to Brand/Retailer apps for their Black Friday product discovery

Consumers are increasingly searching retailer/brand apps to discover products during Black Friday. Also, more than 95% of consumers plan to use some digital channel for product discovery this Black Friday. Within social media, new channels such as short form video (TikTok) are growing fast while Facebook and Google product discovery ecosystems continue to be strong.

Preferred Media Channel For Product Discovery On Black Friday, % of respondents


  • Sandeep is the Partner of Redseer Strategy Consultants looking at the Middle East and Africa. He has 13+ years of experience in consulting and technology.