Saudi National Day peaks on 23rd September, but for the millions of Snapchatters across the Kingdom, the occasion starts long before the flag goes up. Planning, discovery and purchase decisions are increasingly happening in the weeks that lead into it, which changes what “being ready” for the moment actually means for brands.

Brandberries spoke with Georges Odeimi, Head of Sales Verticals at Snap Inc. UAE, about how this shift is playing out on Snapchat, why early content matters more than ever, and what brands can learn from the campaigns that have converted that early attention into measurable results.

Brandberries: Saudi National Day has traditionally been viewed as a single day event. What are you seeing change in how consumers actually engage with it?

Georges Odeimi: Saudi National Day has evolved into a much longer consumer journey. The celebration itself may peak on 23rd September, but the behaviours around it, from planning outings and discovering ideas to discussing purchases with friends and family, begin weeks earlier. In fact, 94% of Saudi consumers say they shop or intend to shop during the season, rising to 96% among daily Snapchatters. This tells us that National Day has become a sustained period of anticipation, discovery and decision making, rather than a single day moment.

Brandberries: How significant is early engagement to the overall outcome for brands?

Georges Odeimi: Consumers are actively looking for inspiration well before the peak of the occasion. Among daily Snapchatters in Saudi Arabia, 75% say they like seeing brand content early because it helps them plan and get inspired. That early presence can also support consideration and create demand, with 71% saying they are more open to trying new brands or products during Saudi National Day compared to other times. For brands, the opportunity is to really build relevance throughout the lead up and give consumers something useful at the point when plans and preferences are still taking shape.

Brandberries: What kind of engagement uplift has Snapchat historically seen around Saudi National Day?

Georges Odeimi: Year after year, we’ve seen a significant increase in the way people engage and express themselves on Snapchat around Saudi National Day. During previous celebrations, Lens Shares increased by 604%, reflecting just how much people want to actively participate in and share the moment. That engagement also translates further down the consumer journey, with Swipe-Ups rising 148% year on year and purchases growing by 56%. It shows that National Day can drive both cultural participation and meaningful consumer action.

Brandberries: Beyond platform activity, what role do personal networks play in shaping what people buy?

Georges Odeimi: Personal networks play a major role because shopping decisions around moments like Saudi National Day are often shaped through conversations with people we trust. For 62% of daily Snapchatters in Saudi Arabia, recommendations from friends and family are the biggest influence on their shopping decisions. We see this behaviour play out naturally on Snapchat too, with 80% having used the platform to chat with friends or family about gift ideas and planning during the holiday shopping season. It reinforces that discovery is not happening in isolation. People are exchanging ideas, seeking opinions and validating choices within their close circles before deciding what to buy.

Brandberries: What is your advice to brands looking to make the most of this period?

Georges Odeimi: My advice would be to show up early, participate authentically and create experiences that add something meaningful to the occasion. We know that 69% of daily Snapchatters say content they have seen on Snapchat has led them to purchase or plan to purchase a product or brand, so there is a clear opportunity to turn inspiration into action. Bath & Body Works is a strong example. Last year during Saudi National Day, they combined creator content with an AR Lens reaching more than 8.15 million people and driving an 11 point increase in action intent. Ultimately, brands should think beyond simply being visible during National Day and focus on creating culturally relevant experiences that people genuinely want to engage with, share and act on.