White Friday 43% increase in mobile e-commerce spending over previous year indicates uptick in consumer confidence in the UAE according to data from AppsFlyer
White Friday sales
‘White Friday’, a mirroring of the hugely popular ‘Black Friday’ sales in Western countries, has been steadily gaining in popularity in the UAE and is quickly becoming one of the highlights of the retail calendar. Data gathered by analytics and engagement firm Appsflyer, shows that overall installs of shopping apps in the UAE on White Friday (November 26, 2021) increased by 24% compared to an average of the previous three Fridays in November, with spend doubling ( an increase of 99%).
In-person shopping on the up
While the number of app installs during White Friday 2021 was significantly higher than the previous Fridays in November, when compared to White Friday 2020, the number of shopping app installs in the UAE actually dropped by 41%. “This is a trend we witnessed in many other countries and is possibly a sign that people are now more comfortable returning to in-store retail as shoppers adjust to life in the new normal,” explained Samer Saad, Regional Manager – Middle East, AppsFlyer.
Average per consumer spend increases
While shopping app installs dropped compared to last year’s White Friday, the overall spend on these apps during White Friday 2021 increased by 43%. This suggests that the average spend per consumer is now higher than in the previous year.
“There has no doubt been an increase in consumer confidence given the UAE’s rapid recovery over the last 12 months and the positive impact that EXPO 2020 and other government initiatives have had on the country’s economy. As a preferred touchpoint between customers and businesses, mobile apps present an essential and highly effective way for UAE organisations to capitalise on this favourable consumer sentiment. With 91% of UAE companies offering their customers a mobile app, this is a competitive space and mobile marketing is key to standing out and capturing valuable market share,” added Saad.
These findings further reinforce the fact that spending in retail apps consistently surges during popular shopping periods, as between February and April this year, revenues from mobile shopping apps increased by 105% ahead of Ramadan.
White Friday was first introduced in 2014 by Souq.com.
