1. The Undeniable Impact of White Friday in the Middle East
While the white/yellow friday event has its roots in the USA, it has made a lasting impact on the Middle East market. More consumers have claimed to have bought something online this event in the KSA than consumers in the UK and USA.
Number of people who have bought online this black/white Friday:
2. Consumer Perception – Online channels dominate discount perceptions in the MENA region
An interesting factor is that an overwhelmingly large proportion of consumers believe that discounts during the white/yellow friday period are higher online than they are offline. While the consumer perception is leaning heavily towards online deals, our findings also highlighted that the average spend offline is still higher than average spend online.
Consumer online and offline purchase category split during black/white Friday in KSA:
3. What channel do consumers in the KSA prefer?
The KSA market is heavily invested in using online channels during this period as an overwhelming majority of consumers have purchased something online. Consumers have purchased more online than offline across categories during this white/yellow Friday.
Consumer perception on where discounts are higher