Retail traffic and sales in UAE set to soar during Black Friday: Criteo study

Four out of 10 UAE shoppers plan to buy more toys, gaming items, cultural goods and beauty products during Black Friday 2020 than they did last year, a new survey by advertising firm Criteo says.

Another three out of 10 plan to buy more luxury brands, home goods, groceries, apparel/accessories, household products and consumer electronics online.

Data from Criteo has shown that Black Friday 2019 saw an average of 336 per cent increase in sales and a 170 per cent increase in traffic. Similar trends are expected this year, with e-commerce expected to perform stronger as consumers move to online shopping, in the wake of Covid-19. In fact, September 2020 saw 42 per cent higher online sales year-on-year.

The report says 65 per cent of UAE shoppers are more comfortable shopping online this year than in-store.

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UAE shoppers are more driven by value than ever, the survey shows. Promotions will drive shopping this year – with 43 per cent of UAE shoppers confirming that they will have a significant influence on their gift purchases. In fact, nearly half of UAE shoppers said that they would not wait until Black Friday to buy presents if they get early discounts from their favourite retailers.

When buying online, most shoppers expect free and fast delivery. Close to half of UAE shoppers mentioned shipping as one of the most important factors when buying online. Shipping cost is also one of the top reasons influencing UAE shoppers to buy at a specific online retailer this year.

“The events of 2020 made it an extraordinary year for e-commerce,” said Alistair Burton, Country Manager MEA at Criteo. “Our research shows that this year consumers will swap door-buster deals for online discounts that start sooner and span a longer period.”