Black Friday has quietly become the biggest retail moment of the year in MENA, turning what was once a single shopping day into a month-long sales surge. Across the region, e-commerce platforms record nearly 44% higher sales during November compared to the year’s monthly average. What began as an imported retail concept has evolved into a powerful regional phenomenon that now shapes how people search, spend, and stay loyal.

It redefines how brands plan budgets, build creative, and use data to convert intent across every channel in a highly connected, e-commerce-savvy population. Yango Ads’ “Black Friday and Beyond” playbook reveals five key shifts defining how the MENA shops, clicks, and converts this season.

1. The retail calendar keeps stretching

Black Friday marks an unofficial start to the retail year. Brands now begin rolling out their first wave of campaigns as early as October, gradually increasing ad spend to capture early-bird shoppers and build remarketing audiences. The sales momentum continues through Cyber Monday (December 1) and the UAE’s National Day (December 2), merging patriotic pride with festive energy. Even late December is proving strong for search interest and high-value purchases. In 2024, the UAE’s average order value grew by almost 16% YoY, proof that shoppers are spending more, not just more often. For marketers, this extended season means they should plan for endurance, not a sprint. Refresh creative, link campaigns to national holidays and travel surges, and maintain visibility into January to capture late buyers and tourists.

2. Smart budget scaling matters more than ever

Consumers are becoming more selective about what, and when, they buy. Even as deal fatigue sets in, MENA shoppers spent 37% more during White Friday 2024 than in a normal shopping period. Performance data suggests that ad prices rise by roughly 43% in November as traffic spikes, so successful brands treat budget as a dynamic tool, scaling spend during high-intent weeks and sustaining it through December to catch self-gifters and last-minute shoppers. The smarter play is to spend better, phase budgets, retarget strategically, and keep some firepower for the quieter but still lucrative post-holiday stretch.

3. Creative agility is the real differentiator

When every brand is running a sale, the differentiator becomes how fast they adapt. Shoppers today look for novelty, limited editions, or experiences that feel personal, not another generic “up to 50% off” ad. Research shows that 41% of MENA shoppers expect the same deals online and in-store, and 61% want parity across channels. That’s why messaging needs to evolve from “discount” to “‘why-this-offer, why-now.” Brands that test creative daily, refresh visuals, and lean into social-first storytelling, influencer unboxings, and mobile-first ads are the ones that stay visible in crowded feeds. Brands should launch early, watch what works, and keep optimising.

4. Data takes the driver’s seat

With privacy rules tightening and cookies disappearing, data-driven precision is now essential. In 2024, marketplaces made up 67% of total MENA e-commerce sales, proof that retail media and first-party data are becoming the new engines of growth. Brands that own and layer their customer data, loyalty programs, CRM lists, and direct-to-consumer audiences can target with accuracy and measure real impact. Combining that with retail media networks, where purchase intent is already high, helps close the loop from awareness to sale and positions those brands ahead of the competition.

5. Shoppers are mobile and always in motion

In the mobile-first MENA region, shopping doesn’t happen behind a desk anymore. Mobile commerce accounted for almost 45% of all regional orders in 2024. That shift has redefined where and how intent happens. Location- and context-aware advertising, think map-based promotions or “you’re near Dubai Mall, deal inside!” push notifications, is quickly becoming standard. In-app ads, mobile-friendly interfaces, and click-to-store options bridge online discovery with offline purchase. For brands, the goal is to meet customers at the right moment, when they intend to purchase, wherever they happen to be browsing.

The takeaway

Black Friday 2025 isn’t a single day or even a weekend. It’s a two-month stretch of mobile-first, data-driven, and highly competitive retail activity. Brands that plan early, scale budgets strategically, adapt fast, and connect the dots between data, creative, and location and engage the on-the-move shopper will capture the lion’s share of this season