Make the most of White Friday 2024: A shopper’s paradise

There’s no shopping event quite like Black Friday, famous for its incredible discounts and shopping frenzy. What started as an American tradition in the 1950s has blossomed into a global phenomenon, celebrated in over half the world.

But why is it called Black Friday? One theory points to U.S. policemen who coined the term due to the traffic chaos caused by the large number of shoppers and tourists.

In the Middle East, Black Friday has been reimagined with a cultural touch. Enter White Friday, a nod to the significance of Friday in Arab and Muslim culture. Unlike the U.S.’s one-day frenzy, White Friday in the GCC often stretches over four days, right up to Cyber Monday—or even the entire month!

Is White Friday a big deal in the GCC?

The short answer? Absolutely.

Our latest Tamara Survey shows that White Friday is the second most eagerly awaited shopping season in the GCC. Shoppers here don’t just participate—they lead the charge, spending more than their global counterparts.

Consider this: a 2020 survey by Simon-Kucher & Partners found that online shoppers in Saudi Arabia and the UAE planned to spend an average of $400 on White Friday, compared to the global average of $230–$300.

Plus, GCC shoppers are meticulous. Google’s 2019 Black Friday Survey revealed that 67% of UAE shoppers research online before making purchases, compared to 57% in the UK and 48% in the U.S. Clearly, White Friday isn’t just big—it’s serious business.

Key trends for a winning White Friday campaign in 2024

Want to make the most of White Friday? Here are some trends and strategies to set you apart:

It’s never too early to plan for White/Black Friday. According to a recent report by WooCommerce:

• Among stores generating over $1M annually, 56% start preparing at least a month before Black Friday and Cyber Monday (BGCM). 

• Another 28% begin preparations in the month leading up to BFCM, showcasing the importance of early planning. 

• Similarly, 43% of WooCommerce Partner Agencies begin optimizing their clients’ stores 1-3 months in advance to handle the surge of traffic and demand.

Early preparation is a crucial factor in ensuring a smooth, profitable holiday season. Businesses that plan ahead can fully optimize their stores, handle traffic spikes, and align promotional campaigns to meet customer expectations.

A standout trend in recent years is extending sales events beyond the traditional Black/White Friday weekend. Incorporating the days before and after has proven highly effective:

• This strategy resulted in a 102% increase in orders on Black/White Friday alone.

• It also contributed to a 135% surge in orders throughout the entire week.

Longer promotional windows give customers more time to shop, driving engagement and boosting revenue. By embracing extended deals, your business can capitalize on this trend and experience substantial growth during the holiday season.

Black/White Friday is one of the most significant tentpole events in the retail calendar, making it a prime opportunity for impactful marketing. A tentpole marketing strategy can help you maintain momentum and engage your audience throughout Q4.

• Pre-campaign stage:

  Build anticipation by teasing offers on social media, email, and through influencer partnerships. Creating buzz ahead of time sets the stage for success.

• During the event:

  Leverage digital ads, flash sales, and real-time social media updates to drive immediate traffic and conversions. Influencers can amplify your reach even further.

• Post-event follow-up:

  Don’t let your efforts go to waste. Use retargeting ads, thank-you emails, and social proof to nurture relationships and encourage future sales, turning one-time buyers into loyal customers.

4. Focus on customer experience

Customer experience (CX) is the foundation for retaining holiday traffic and converting shoppers into loyal customers. Statistics show its impact:

• Businesses that improve CX see a 42% increase in customer retention and a 32% increase in cross-selling and upselling.

• On the flip side, 86% of consumers leave a brand after two poor customer experiences, as highlighted by a 2022 Emplifi report.

To succeed this White Friday, focus on essentials like:

• A simplified checkout process.

• Timely customer support.

• Streamlined in-store operations to handle high foot traffic.

Tamara’s QR code feature is designed to tackle these challenges. It offers a fast, seamless shopping experience—no need to enter numbers or wait for OTP SMS. Customers can complete their transactions in one simple step, reducing long queues and keeping satisfaction high.

Not a Tamara partner yet?

We provide seamless integration with various POS devices, helping you get set up quickly to maximize the holiday shopping rush.

What offers do shoppers love most?

Our latest survey revealed that discounts and deals continue to be the leading factor influencing customers’ purchasing decisions during peak shopping seasons. As White Friday is the ultimate season for deals, we’re excited to share detailed insights into what shoppers truly value.

Across all shopping categories—whether online, in-store, or a mix of both—direct discounts and sales emerged as the most preferred type of offer. Other promotions also ranked highly, with:

• Buy one, get one (BOGO) offers in second place.

• Free shipping rounding out the top three.

These preferences highlight how critical it is for businesses to focus on these key offers to capture shopper interest and boost conversions during peak sales periods.

Why BNPL is a game-changer

Our survey also highlighted a growing preference for split payment options, with 61% of shoppers now choosing Buy Now, Pay Later (BNPL) over traditional cash or card payments. This shift is driven by the convenience and financial flexibility BNPL offers, making it increasingly popular among today’s shoppers.

The impact of BNPL on purchasing behavior is clear:

• Premium items drive BNPL usage. A 2022 study showed that e-commerce sites offering BNPL saw significantly higher traffic for orders over $1,000.

• For mid-range purchases ($200–$1,000), BNPL still led to noticeable growth in traffic and conversions.

For Tamara partners, adding BNPL as a payment option led to an average 50% increase in Average Order Value (AOV). By removing the immediate financial burden, BNPL not only encourages shoppers to complete purchases but also enables them to invest in higher-value items they might otherwise hesitate to buy.

Flexible payment options like BNPL have become an essential tool for retailers, helping to drive customer satisfaction, boost AOV, and capture a growing market segment looking for financial ease during their shopping experience.