75% of Snapchatters say early brand content helps them plan and get inspired ahead of Saudi National Day

DUBAI, UAE – 11 September, 2026: Saudi National Day has become a weeks-long consumer journey, according to new Snap Inc. insights, as Saudi audiences are turning to Snapchat to plan celebrations, discover ideas, connect with friends and family, and make shopping decisions ahead of the occasion.

Saudi National Day is no longer confined to a single day of celebration. Nearly all Saudi consumers begin planning and shopping well in advance, with 94% saying they shop or intend to shop during the season, rising to 96% among Snapchatters.

As conversations and planning accelerate, engagement on Snapchat grows significantly. During previous Saudi National Day celebrations, Lens Shares increased by 604%, Swipe-Ups rose by 148% year on year and purchases grew by 56%. 

Trusted conversations help shape what consumers discover, consider and ultimately buy. For 62% of Snapchatters, recommendations from friends and family are the biggest influence on what they buy, making them 1.3x more likely than non-Snapchatters to be guided by trusted relationships. The findings show how conversations between friends and family quickly translate into shopping decisions during the Saudi National Day period.

For brands, that extended consumer journey creates opportunities to connect with audiences long before the celebration itself. During last year’s Saudi National Day campaign, Bath & Body Works combined creators with augmented reality to reach more than 8.15 million people, grow its Snapchat following by 50% and drive significant brand lift, including an 11-point increase in action intent.

“What matters most is not that consumers shop for Saudi National Day, but when those decisions begin. Our data shows that inspiration starts weeks in advance, driven by conversations and recommendations within close circles. That creates a clear playbook for brands: show up early, add real value, and build experiences people want to engage with. For the brands that do that well, Saudi National Day can become a powerful driver of business impact.” said Georges Odeimi, Head of Luxury, Beauty and CPG verticals, Snap Inc UAE.

For marketers, Saudi National Day is no longer a one-day activation. It’s an extended consumer journey where early engagement, authentic participation and culturally relevant experiences drive stronger business outcomes.