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Oct, 2021     

Black Friday – $6Bn Online Shopping Event

Black Friday is a critical event in the retail calendar in MENA. This event which was first launched by Souq (now Amazon) as a 3-day online only event has now expanded to over six weeks of Q4. The event has been so popular that ~20% of annual online retail sales happen during the Black Friday sale period.

Key Black Friday Trends:

a. The Market is Stabilizing:
Last year BF season achieved +90% YoY growth; this year YoY growth is expected to stabilize at ~30%; Sales to reach ~$6 bn during BF period.
b. Differentiated Strategies are going to be at play
In terms of strategy, higher focus on private labels, Inventory led fulfilment and fast delivery speed are expected.
c. Consumer is moving beyond discounts
Discounts will become a right-to-play during BF. For right-to-win, other factors such as offer variety and exclusivity and experience will be key.