Retailers in the UAE are increasingly focusing on connected shopping experiences rather than relying solely on traditional Black Friday price cuts, according to independent retail activation agency Initials Middle East.
Connected shopping trends
Initials Middle East, which opened its Dubai hub in October, works with brands to align in-store, social media, and e-commerce touchpoints. The agency says that shoppers now value a seamless journey across channels, making consistency as important as discounts.
“Across the UAE, shoppers are redefining what a deal looks like. It is no longer enough to throw out a big percentage and hope traffic takes care of the rest. People are weighing up the whole journey, how easy it is to find the offer, whether the promise matches the shelf, and how simple it is to check out and receive the product,” said Hemal Soni, Managing Director of Initials Middle East.
“The brands that will win this Black Friday are the ones that reduce friction, leverage data to cut cart abandonment and minimise returns because they have designed an experience that feels joined up from the first impression to consumption.”
E-commerce growth
Data shows the importance of November for retailers. E-commerce orders across the Middle East and North Africa increased by roughly 44% in November 2024 compared with the monthly average, with Black Friday driving much of the surge.
The GCC retail sector is projected to reach around $390 billion by 2028, fueled by digital innovation and changing shopper behaviour. In the UAE, e-commerce reached Dhs 32.3 billion in 2024 and is expected to exceed Dhs 50.6 billion by 2029.
Social commerce is playing a growing role. Deloitte’s 2025 Digital Consumer Trends report found that 73% of consumers in Saudi Arabia and the UAE made at least one purchase through social media over the past year. Initials says this trend is pushing brands to create continuous experiences rather than isolated campaigns.
“Think about a family spending the afternoon at Dubai Mall or Yas Mall,” Soni added. “If they see an offer on social in the morning, expect to find it easily in-store, and then later receive a follow-up reminder on their phone that actually reflects what they bought, that leaves a lasting impression. The price matters, but so does the feeling that the brand has paid attention. That is the connected experience that grows brands and baskets at the same time.”
Shopper experience focus
Initials Middle East focuses on conversion-led retail activation, studying actual shopper behaviour rather than surveys. The agency views Black Friday as a stress test for how well a brand’s marketing works in practice.
“Most reports still obsess over total traffic and headline sales,” said Jamie Matthews, Co-Founder and Chief Executive of Initials. “The questions we are asking clients in the region are different. Did this period bring in new shoppers who will come back. Did it protect price integrity. Did it avoid a flood of returns and customer service issues in December. Those are the indicators of a stronger shopper experience, not sales goals in isolation.”
The agency is currently working with brands across the UAE, Saudi Arabia, and the GCC to design shopper-focused programmes aimed at ensuring Black Friday and year-end promotions support long-term brand positioning rather than training consumers to wait for discounts.
tanvir@dubainewsweek.com
