The UAE is seeing a major shift in consumer culture and social norms, with a new market study showing a growing trend towards self-gifting.
As high as 44 percent of the polled consumers said they buy gifts for themselves for ‘mental health’, ‘well-being’ and ‘independence’, The study, jointly conducted by UAE-based gifting marketplace Flowwow and partnership marketing platform Admitad, showed.
UAE self-gifting trends
The most popular gift categories for self-gifting were custom bouquets (38 percent), balloons (29 percent), and flower boxes (26 percent).
Less popular were handmade chocolates and bento cakes.
Flowwow said it recorded an impressive 15 percent increase in self-gifting among UAE consumers on a year-on-year basis in the first half of 2024.
Experts at Flowwow said the self-gifting phenomenon can be a form of self-care in an increasingly stressful and fast-paced world.
“People reward themselves for their hard work, achievements, or simply to boost their mood.
“At the same time, buying gifts for oneself can be an expression of independence, self-sufficiency, and financial stability, as their gifting choices are based solely on their own preferences and desires,” they said.
MENA’s top e-commerce markets
According to Admitad data, the UAE remains one of the most active markets in the MENA region, with online orders increasing by 6 percent in the first half of 2024.
The UAE e-commerce market also saw the gross merchandise value (GMV) grew by 12 percent compared to the same period in 2023.
The average transaction value in the UAE rose from AED 344 to AED 433.
The top 3 countries by order volume in the MENA region during H1 2024 were Saudi Arabia, the UAE, and Algeria, with Morocco closely trailing the leaders.
Saudi Arabia led with the highest order growth of over 20 percent, while sales volume in the country surged by more than 25 percent.
Morocco also demonstrated significant GMV growth of 23 percent.
Seasonal sales patterns
The study said seasonal trends show a surge during February, March and April, aligning with Valentine’s Day, Ramadan celebrations, and Eid Al Fitr, while sales generally follow a steadier pattern during the summer months.
During the first half of 2024, Flowwow saw a staggering 90 percent rise in purchases, with a February peak driven by Valentine’s Day celebrations, leading to an 84 percent increase in orders compared to January.
March, marking the start of Ramadan, was also a time peak, though there was a slight 25 percent decline from February.
Despite the overall growth, the average transaction value in March fell by 25 percent compared to March 2023, attributed to discounts and special promotions, it said.
“The e-commerce landscape in the UAE and the broader MENA region is flourishing, fuelled by a rise of mobile commerce, technological progress, a diverse range of shopping occasions, and a growing demand for convenience and same-day delivery,” Slava Bogdan, Co-Founder and CEO of Flowwow, said.
“This upward trend is expected to continue as e-commerce companies utilize technology and consumer data insights to offer personalized, seamless, and user-friendly experiences that cater to evolving customer preferences,” she said.
Anna Gidirim, CEO of Admitad, said the impressive growth in e-commerce across the MENA region highlights the resilience and expanding appetite of online shoppers.
“The data shows a remarkable increase in both the volume and value of transactions, underpinned by the region’s vibrant holiday calendar and a continued shift towards mobile commerce,” Gidirim said.
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