Consumers in the MENA region are among the top Black Friday shoppers – popularly known as “White Friday.”
Their anticipation begins weeks before the big day.
However, the question here is whether or not inflation and economic downturn will affect black Friday.
In this article, we reveal new insights about consumer research and online shopping habits in the MENA region during Black Friday 2022, and suggest actionable takeaways based on consumer insights that every marketer needs to know to execute effective Black Friday communication starting now.
1. Follow the Consumer Journey
People begin looking for deals on Black Friday weeks before the actual day in November. At this time they are not looking for a specific brand or product at this point and are open to suggestions.
Provide teasers and early discounts in order to maintain a presence that lasts throughout the purchasing experience.
2. Provide an Easy and Convenient Shopping Experience
During the shopping season, brands’ websites are expected to witness a large increase in traffic. According to Think with Google, search interest for “same-day delivery” and “free return” saw year-on-year growth of 25% and 30% respectively.
Check that you have a pleasant web and app experience for consumers who are actively researching also check the website’s speed and performance to ensure that it does not interfere with consumers’ purchasing experiences.
3. Master the Season of Gifts and Deals
During the final stage, consumers continue to search for last-minute offers and deals starting a week before Black Friday and two weeks after it.
Maintain a presence for consumers after the season and offer more than discounts like free shipping, reward points, cashback, easy returns, last-minute gifts, and personalized coupons.