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Festival of Firsts – UAE

Published in Nov, 2020

Executive Summary

RedSeer’s perspective on the expected market changes during festive sales in UAE

The fourth quarter of the year is generally considered as the festive sales season as all the key sales events (specifically online) occur during this time. Over the years, we have seen a very strong growth in online shoppers and every year overall spending reaches to a new milestone. Fast forward to this year’s Festive quarter. We are expecting that the upcoming festive season going to be a mega sales event compare to previous years owing to the new wave of customers and changed dynamics due to COVID. Ecommerce is likely to be a big winner because consumers have shown a clear movement towards buying online rather than at brick-and-mortar stores.

Demand View

Customer willingness to purchase during the sale is extremely high, with Electronics and fashion being the most popular categories amongst customers. However, this festive season the category mix outlook is expected to change owing to the customer buying preference towards grocery and Long tail categories like Home and Home furnishings.

Based on the consumer research,The majority of consumers are planning to head both online and in store to make their festive purchases which will make Omnichannel shopping more prevalent.

Customer willingness to purchase during the sale is extremely high, with Electronics and fashion being the most popular categories amongst customers. However, this festive season the category mix outlook is expected to change owing to the customer buying preference towards grocery and Long tail categories like Home and Home furnishings.

Based on the consumer research,The majority of consumers are planning to head both online and in store to make their festive purchases which will make Omnichannel shopping more prevalent.

Supply view

E-tailers will be actively addressing increased online demand on multiple fronts, with e-tailers and online sellers making big investments to ramp up infrastructure, workforces, and technology to drive overall fulfillment. Also, E-tailers will be ramping up their festive marketing plans specifically on digital marketing to drive more engagement and sales.

Online shoppers in the UAE will have lots of option to choose from mega-promotions by Amazon, noon, Namshi and others during the numerous sales events  – Single’s day sales, White Friday, Yellow Friday and many more. We might see new entrants,specifically omnichannel players, eating out the e-commerce giants share in this festive season by offering huge discounts.

Attractive festive deals and product discounting along with flexible payment options will boost affordability for consumers, hence making it another successful festive-year period for e-tailers.

This report includes our perspective on Online festive sales covering market landscape, Players view, Category view and Voice of customer which will bring out the intricacies of this year festive sales.

This report will help the reader answer the following questions:

  1. What is the expected size of the E-tail market in Festive quarter? What would it be by the end of the festive season?
  2. What are the growth drivers which would push this years festive sales?
  3. What are the players offerings and web/App traffic currently? How it would change during the festive season?
  4. Which categories will do well this festive season?What is the consumer excitement for categories?
  5. Which player and player type will be the biggest gainer & loser during Festive season?
  6. What is the expected and actual consumer spend during this festive season?
  • See: Inside the Report

    1. Festive Market Overview - Pre Festive
    1.1 Market Landscape
    1.1.1 Festive Quarter expected Market size
    1.1.2 Festive Quarter GMV Growth trend y-o-y
    1.1.3 Growth drivers


    1.2 Player view
    1.2.1 New Business models and changing player landscape
    1.2.2 E-tail players product offerings
    1.2.3 E-tail players App/web Analysis
    1.2.4 Key partnerships ahead of festive season

    1.3 Category view
    1.3.1 Expected Category-wise market share and growth
    1.3.2 Category-wise consumer excitement
    1.3.3 Expected Top performers in each category

    1.4 Voice of Customer
    1.4.1 Customer’s Perspective prior to start of sales event
    1.4.2 Expected customer spend- Overall and Category-wise
    1.4.3 Top products in customer's mind - Category-wise

    2. Festive Market Overview - Post Festive
    2.1 Market Landscape
    2.1.1 Actual Festive Quarter Market size
    2.1.2 Actual Festive Quarter GMV Growth trend y-o-y
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