As White Friday and Cyber Monday sales wrap up, businesses across the MENA region are reflecting on their performance. This year, shoppers spent 12% more compared to 2023 during the sale week, with a 37% increase in spending compared to the regular period. While the surge in e-commerce continues to make waves, it’s clear that White Friday’s once-thrilling discounts may be losing their shine.

Why is White Friday Losing Its Grip?

While sales figures this year show an uptick in purchases, the once-explosive excitement around White Friday seems to be waning. The surge in sales is now tempered by several key factors that have shifted shopper behavior:

1. Discount Fatigue: With aggressive discounting becoming the norm year-round, shoppers have grown accustomed to constant sales. Every brand, marketplace, and retailer now seems to offer some kind of internal sales or special promotions. With a never-ending string of offers, customers are becoming less excited about participating in just one big sale event.

2. Skepticism Around Discounts: Shoppers have become increasingly aware of practices that artificially inflate prices to make discounts appear more significant. This erosion of trust has reduced the effectiveness of White Friday deals, leaving consumers more hesitant to make impulse buys.

3. Impact of the Global Economy: Economic factors, like the global recession and inflation, have caused shoppers to be more mindful of their purchases. Instead of impulsive buys, many are forming shopping lists in advance and carefully evaluating prices before making a purchase.

While these factors might have dampened the enthusiasm for traditional sale periods, shoppers are still spending. In fact, the average order value in MENA during White Friday 2024 rose by 13%, reaching $38 per transaction.

What Were MENA Shoppers Buying?

Electronics, fashion, home goods, and even online educational courses dominated the sales landscape during White Friday 2024. According to data from affiliate network Admitad, marketplaces played an even more significant role in 2024. They accounted for a whopping 67% of purchases during White Friday, with that figure climbing to 74% during the sale itself. The rise of AI-driven product recommendations and chatbots helped these platforms gain a competitive edge, particularly during peak sales periods.

Here’s a breakdown of the top product categories that saw the most purchases in MENA during White Friday:

• Electronics: 21%
• Fashion: 19%
• Home & Garden: 17%
• Automobiles, Parts & Accessories: 7.7%
• Toys & Hobbies: 7.3%
• Beauty & Health: 6%
• Children’s Goods: 5.6%
• Sports & Entertainment: 4.8%
• Tools: 4%
• Others: 7.6%

Notably, there was a significant increase in demand for home goods, children’s products, and car parts this year compared to 2023, signaling a shift in consumer priorities.

Online Courses and Gaming: Rising Stars in Digital Spending

One notable trend from this year’s White Friday sales was the surge in online services, particularly in the realm of education and gaming. Sales of online educational courses skyrocketed by more than 50%, while online gaming orders saw a 27% increase compared to the regular period. This highlights how consumers are not only investing in physical products but are also increasingly interested in digital content and experiences.

Shopper Engagement: Cashbacks, Influencers, and More

MENA shoppers are becoming more strategic in their approach to online shopping, utilizing tools and channels to maximize savings. Here are some key trends in how shoppers engaged with the sales:

1. Cashback Deals: Over 25% of White Friday purchases in 2024 were made using cashback offers. This highlights how cashbacks are playing a pivotal role in attracting savvy shoppers looking for the best deals.

2. Promo Codes: Around 13% of purchases were made with the help of coupons or promo codes, underlining the continuing popularity of these offers as part of the shopper’s strategy to save.

3. Influencer Marketing: Influencers are becoming an increasingly important channel for driving sales in MENA. The share of sales attributed to influencers grew from 12.5% in 2023 to more than 16% in 2024. Influencers, especially those working as affiliate partners, have proven to be an effective and transparent way of reaching customers. In fact, the number of influencers operating under the affiliate model increased by 11% this year.

4. Affiliate Networks: Affiliate stores (websites that aggregate products from multiple brands) played a significant role in White Friday sales, accounting for over 25% of transactions. Moreover, 19% of sales were influenced by online reviews and content articles, demonstrating the power of online media in shaping consumer decisions.

Affiliate Marketing: A Boost for Publishers

White Friday 2024 also had a positive impact on the revenues of affiliate marketers. With their ability to drive targeted sales, affiliate publishers saw their profits rise by 49% during the sale period. This boost in earnings is encouraging more MENA brands to explore affiliate partnerships as part of their marketing strategies. This year, the number of advertisers working with affiliate publishers increased by 10%.

Looking Ahead: The Future of White Friday

While White Friday in the MENA region continues to show growth in sales, the once-thriving excitement around the event is now being tempered by broader shopping trends and economic shifts. Discount fatigue, growing distrust of inflated prices, and the rise of everyday sales have all contributed to a more pragmatic approach to shopping. However, the ongoing importance of marketplaces, influencer marketing, cashback deals, and affiliate programs shows that savvy marketing strategies are still the key to reaching MENA shoppers in this changing landscape.

As we look ahead, businesses will need to adapt and rethink how they approach sales events. The future of White Friday may be less about flashy discounts and more about providing transparent, personalized, and seamless shopping experiences that can stand out amid the noise of constant deals.