Back to School 2025: UAE Experiences 18% Surge In Online Sales And Mobile Shopping

As the Back-to-School season approaches, Dubai International Airport (DXB) is gearing up for an influx of over 3.6 million travelers from 13 to 25 August 2025. This surge in foot traffic is expected to drive record spending across retailers and online platforms.

A recent e-commerce study conducted by Flowwow, a UAE-based global gifting marketplace, and Admitad, a leading global performance marketing firm, sheds light on this trend. Their analysis, which examined over 1.3 million online orders across the MENA region in July, August, and early September of both 2024 and 2025, highlights a significant uptick in consumer spending.

During the period from 10 July to 17 August 2025, the UAE witnessed an 18% increase in online orders compared to the same timeframe the previous year. Furthermore, the Gross Merchandise Value (GMV) saw a 22% rise, with the Average Order Value (AOV) jumping from $98 to $115.

This growth reflects a combination of rising household expenditure, inflationary pressures, and the continued adoption of digital shopping habits. In the years leading up to 2025, the trend of online shopping in the UAE has been on a steady rise, with a 15% growth in online orders and a 23% increase in GMV between 2023 and 2024. The average basket size also grew, moving from $79 to $96.

The shift towards mobile commerce is evident, with purchases through smartphones in the UAE climbing from 39% in 2023 to 47% in 2025. This transition underscores a mobile-first preference among families, who are increasingly turning to apps and social platforms for efficient, last-minute shopping. These trends suggest a move towards bundled orders, as shoppers seek to streamline their purchasing process.

The end of August traditionally marks the busiest shopping period as families prepare for the new school term. With the 2025 school year commencing on 25 August, experts anticipate a shopping peak from 20 August to 1 September. Events such as the Dubai Summer Surprises (DSS) sale have historically advanced consumer demand, yet there remains a significant spike in purchases as the term start approaches, indicating a value-driven shopping mentality.

Fashion, electronics, and home & garden items are leading the charge in the UAE's Back-to-School online shopping baskets, but there's also a notable trend in gifting. Flowwow's data reveals a significant 126% year-on-year growth in back-to-school gift orders, with GMV up by 154%. Artisan flower bouquets and gift bundles are among the fastest-growing categories.

This surge in gifting, which also includes a 19% increase in average order value, underscores the emotional aspect of the Back-to-School season. As Slava Bogdan, CEO and Co-founder of Flowwow, points out, "The Back-to-School season goes far beyond the realm of big-box retailers — it's a golden opportunity for small and independent sellers to thrive."

In the wider MENA region, consumer behaviours and spending patterns show considerable variation. Electronics and fashion dominate Back-to-School orders, with Kuwait posting the highest average order value at $124. In contrast, Saudi Arabia and Qatar reflect more budget-conscious spending habits. This diversity highlights the unique approaches to Back-to-School shopping across different markets, with some prioritizing premium purchases and others focusing on affordability and convenience.

Looking ahead, the Back-to-School season is poised to remain a pivotal retail moment in the MENA region, driven by a projected increase in the GCC student population to 15.5 million by 2029. This demographic growth will likely fuel further expansion in online education, school-related supplies, online gifting, and mobile-driven purchases, as families balance the need for cost-effective solutions with long-term investments in education.