From Heart To The Cart: Eid Al Adha 2025 Set To Drive Emotional, Mobile-First Gifting Surge

Ahead of Eid al-Adha 2025, Flowwow, a UAE-based gifting platform, and Admitad, a renowned affiliate marketing platform, have disclosed their expectations for a 15% growth in gross merchandise volume (GMV) orders.

This projection stems from an analysis of over 150,000 customer orders from the previous Eid al-Adha period, revealing an uptick in consumer interest in seasonal gifts and purchases driven by emotion. The study also forecasts a notable trend towards purchases of higher value and a robust growth in mobile commerce, with expectations for order growth to hit 10% and mobile sales to surpass 45% across the Middle East and North Africa (MENA) region.

Eid al-Adha, a significant shopping season in the MENA region, is characterised by traditions of generosity and festive preparations. For Eid al-Adha 2025, experts from Admitad and Flowwow predict a 10% increase in e-commerce orders throughout the region. This growth is anticipated to be fueled by rising average household incomes and a steady shift towards digital shopping.

A significant factor in this growth is mobile commerce, which saw 47% of online orders in the UAE and more than 50% in Saudi Arabia made through mobile devices. Across the MENA region, purchases via mobile rose to 41.5%, up from 38% the previous year, emphasizing the ongoing transition to mobile-first shopping strategies.

In the UAE, a stellar increase in sales was recorded by the Flowwow gifting marketplace during Eid al-Adha 2024, with a 472% rise in GMV year-over-year. This marked a performance jump of 5.72 times compared to the year before. The period also witnessed a 413% increase in transactions, indicating heightened customer engagement and stronger market demand during the festival.

The average order value for Eid al-Adha gifts saw a rise to 354.28 AED ($96.46), marking an increase of 19.9% in AED and 20.3% in USD. Furthermore, the repeat purchase rate of gifts reached 71.8%, showcasing growing customer loyalty.

During the Eid al-Adha holiday, the gifting market reflects diverse consumer preferences across the MENA region, highlighting cultural nuances and specific national purchasing patterns. In Saudi Arabia, electronics led the shopping lists, comprising 25.2% of total orders.

This was followed by home goods and fashion. In contrast, the UAE saw home goods as the most popular category, followed by electronics and fashion items. This diversity in gifting preferences underscores the significance of understanding regional variations when targeting the gifting market during festive periods.

Anna Gidirim, CEO of Admitad, noted, "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."

One intriguing trend in the gifting sector during Eid al-Adha is the surge in demand for peonies in the UAE, which saw a 151% increase in sales during the holiday week. Peony bouquets were among the top 10 best-selling gift items, a trend that aligns with the broader market's 200% surge in peony sales over the summer.

Beyond flowers, the holiday gifting market on Flowwow also saw a significant interest in hamper boxes, sweets, bakeries, and edible bouquets. This diverse range of popular gift categories reflects the deep-rooted tradition of gift-giving that characterizes the Eid al-Adha holiday.

The shift towards emotional and social commerce is a notable driver behind these gifting trends. Studies show that emotional triggers significantly influence consumer purchasing decisions in the MENA region. Brands are increasingly leveraging emotional storytelling and cultural values to connect with consumers, particularly during festive seasons like Eid.

Platforms like Instagram, TikTok, and Snapchat are used to amplify the emotional resonance of gifts, moving away from transactional marketing towards creating meaningful, experience-based gifting options.

Slava Bogdan, CEO of Flowwow, shared his insights, stating, "We've seen how emotional commerce drives market activity during Eid al-Adha. This holiday, with its focus on generosity and connection, offers a key opportunity to engage with the audience through emotionally resonant messaging. People choose gifts that express real care and connection, making Eid a truly meaningful time for sharing and celebration."

The anticipated growth in online orders, sales GMV, and average order value during Eid al-Adha underscores a broader digital transformation within the region's retail landscape. This shift from traditional in-store shopping to online platforms is facilitated by technological advancements and changing consumer preferences.

The vibrant culture of gifting in the MENA region, coupled with its diverse population and increasing income levels, supports the rapid expansion of the online gifting market, positioning it as a significant sector for future growth.