Gross merchandise volume (GMV) orders are projected to increase by 15 percent, according to new e-commerce research conducted ahead of Eid al-Adha 2025.
The research, in collaboration with marketing platform Admitad, analyzed over 150,000 customer orders during the Eid al-Adha period of 2024–2025, revealing a surge in consumer demand for seasonal gifts and emotionally driven purchasing behaviors. The analytics predict a shift toward higher-value purchases and significant growth in mobile commerce, trends expected to persist into 2025 with a projected 10 percent order growth and mobile sales surpassing 45 percent across the MENA region.
Eid al-Adha is among the largest shopping seasons of the year in the MENA region, fueled by traditions of generosity, gifting, and festive preparation. Looking ahead to Eid al-Adha 2025, the report anticipates an increase of 10 percent in e-commerce orders within the region, with GMV expected to grow by 14–15 percent during the holiday, bolstered by rising average household incomes and a growing preference for digital shopping. Mobile commerce has been a key driver of this growth, with 47 percent of online orders in the UAE and over 50 percent in Saudi Arabia made via mobile devices. Across MENA, mobile purchases rose to 41.5 percent, up from 38 percent last year, reflecting the ongoing transition to mobile-first shopping.
During the five-day holiday period in 2024, online orders in the MENA region rose by 5 percent compared to non-holiday periods, while GMV increased by 14 percent. The average order value (AOV) rose from $37 to $40, marking an 8 percent increase and indicating a shift toward higher-value purchases. The UAE and Saudi Arabia, along with Kuwait, Qatar, and Jordan, emerged as some of the top-performing markets, with Saudi consumers reporting an AOV of $62 and UAE shoppers closely following at $61.
Regional gift preferences
Consumer gifting preferences across the MENA region varied, reflecting both cultural nuances and national purchasing habits. In Saudi Arabia, electronics dominated the category chart, comprising 25.2 percent of total orders, followed by home goods at 15.5 percent and fashion at 14.6 percent. Automotive products, including spare parts and motorcycle gear, gained particular popularity in the Kingdom, accounting for 12.2 percent of purchases. In the UAE, home goods took the lead at 23.4 percent, closely followed by electronics at 21.7 percent, accessories such as bags and jewelry at 18.6 percent, and fashion at 17.5 percent.
“During Eid al-Adha, we saw strong consumer interest in electronics, home goods, and fashion across both the UAE and Saudi Arabia, making these key categories for seasonal campaigns. At the same time, gifting segments like accessories, toys, and beauty continue to perform well, reflecting how central the tradition of gift-giving is to the holiday experience,” said Anna Gidirim, CEO of Admitad.
Eid gifting trends
One of the main drivers of these on-occasion and non-occasion shopping trends, as well as gifting market growth, is the rise of emotional and social commerce. Emotion plays a significant role in shaping consumer behavior in the MENA region: a Google study indicates that shoppers frequently rely on emotional triggers to make purchase decisions, while another research found that marketing campaigns designed to foster emotional connections can lead to a 70 percent increase in product usage and sales.
In response, brands are shifting away from transactional “buy-now” messaging in favor of emotionally driven campaigns rooted in cultural values and storytelling. During Eid, influencer content and behind-the-scenes narratives on platforms like Instagram, TikTok, and Snapchat enhance the emotional impact of gifting. A TikTok and Ipsos study found that 61 percent of users find TikTok more entertaining during Eid, with many discovering and trying new products through storytelling content. This emotional connection drives a transition from generic presents toward meaningful, experience-based gifts, making social and emotional commerce a crucial driver of visibility and cultural relevance.
The growth in online orders, sales GMV, and average order value during Eid al-Adha underscores a digital shift from traditional mall retail to fast, tech-enabled online shopping. In the evolving e-commerce landscape, super apps and marketplaces compete to meet the increasingly sophisticated demands of digital consumers. The region’s rich culture of gifting, combined with its multinational population and rising income levels, continues to support the rapid growth of online gifting in the GCC, positioning it as the fastest-growing $1.8 billion market in this space, projected to reach $6.38 billion by 2030.
