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Festival of Firsts - KSA

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  • November 2020
  • Region: Global
  • Redseer
  • ID: 5319474
The fourth quarter of the year is generally considered as the festive sales season in the KSA as most of the key sales events occur during this period. Over the years, we have seen a very strong growth in retail sales during the period - with online retail growing manifolds over the past years.

Fast forward to this year's Festive quarter, we are expecting that the upcoming festive season going to be a mega sales event online compare to previous years owing to the new wave of customers and changed dynamics due to COVID. Ecommerce is likely to be a big winner because consumers have shown a clear movement towards buying online rather than at brick-and-mortar stores

On the offline channels, the festive season is expected to help physical retail sales with the recovery towards normal trends.

Demand view

Customer willingness to purchase during the sale is extremely high, with Electronics and fashion being the most popular categories amongst customers. However, this festive season the category mix outlook is expected to change owing to the customer buying preference towards grocery and Long tail categories like Home and Home furnishings.

Based on our consumer research, most of the consumers are planning to head to both online and in store to make their festive purchases which will make Omnichannel shopping more prevalent.

Supply view

E-tailers will be actively addressing increased online demand on multiple fronts, with e-tailers and online sellers making big investments to ramp up infrastructure, workforces, and technology to drive overall fulfillment. Also, E-tailers will be ramping up their festive marketing plans specifically on digital marketing to drive more engagement and sales.

Online shoppers in the UAE will have lots of option to choose from mega-promotions by Amazon, noon, Namshi and others during the numerous sales events - Single’s day sales, White Friday, Yellow Friday and many more. We might see new entrants, specifically omnichannel players, eating out the e-commerce giants share in this festive season by offering huge discounts.

On the offline front, UAE shoppers will profit from the high discount offered by physical retailers to attract customers. This would help boost offline sales which were impacted for most of the year on back of Covid-19 concerns and reduced consumer spending power

Attractive festive deals and product discounting along with flexible payment options will boost affordability for consumers, hence making it another successful festive-year period for e-tailers.

This report includes our perspective on Festive sales covering market landscape, Players view, Category view and Voice of customer which will bring out the intricacies of this year festive sales.

This report will help the reader answer the following questions
  • 1. What is the expected size of the Total retail & E-tail market in Festive quarter? What would it be by the end of the festive season?
  • 2. What are the growth drivers which would push this years’ festive sales?
  • 3. Which categories will do well this festive season? What is the consumer excitement for categories?
  • 4. Which player and player type will be the biggest gainer & loser during Festive season?
  • 5. What are the players offerings and web/App traffic currently? How it would change during the festive season?
  • 6. What is the expected and actual consumer spend during this festive season?

Table of Contents

1. Festive Sales Overview
1.1. Definition of Festive Sales Quarter
1.2. Reasons for importance of Festive
2. Festive Market - Historical
2.1. Historical Performance of Festive Quarter - past two years
2.1.1. Historical Festive Quarter GMV - Overall
2.1.2. Historical Festive Quarter GMV - By Category (Electronics, Fashion & Beauty, Grocery, Others)
2.1.3. Historical Festive Quarter GMV - By Channel (Online, Offline)
2.2. Competitive Landscape
2.2.1. Top Players by Category
2.2.2. Supply-side trends
2.3. Voice of Customer
2.3.1. Demand-side trends
2.3.2. Past years excitement for festive sales
3. Festive Market - 2020 Expectations
3.1. Expected Performance of Festive Quarter
3.1.1. Expected Festive Quarter GMV - Overall
3.1.2. Expected Festive Quarter GMV - By Category (Electronics, Fashion & Beauty, Grocery, Others)
3.1.3. Expected Festive Quarter GMV - By Channel (Online, Offline)
3.1.4. Festive Quarter GMV Growth trend y-o-y
3.1.5. Growth Drivers
3.2. Category View - Grocery
3.2.1. Expected GMV
3.2.2. Expected AOV
3.2.3. Y-o-y changes in GMV and AOV
3.2.4. TOMA Split by Player Type
3.2.5. Customer Excitement & Top Products
3.3. Category View - Fashion & Beauty
3.3.1. Expected GMV
3.3.2. Expected AOV
3.3.3. Y-o-y changes in GMV and AOV
3.3.4. TOMA Split by Player Type
3.3.5. Customer Excitement & Top Products
3.4. Category View - Electronics Deep-dive
3.4.1. Expected GMV
3.4.2. Expected AOV
3.4.3. Y-o-y changes in GMV and AOV
3.4.4. Customer Excitement & Top Products
3.5. Player view
3.5.1. New Business models and changing player landscape
3.5.2. E-tail players product offerings
3.5.3. E-tail players App/web Analysis
3.5.4. Key partnerships ahead of festive season
3.6. Voice of Customer
3.6.1. Customer’s Perspective prior to start of sales event
3.6.2. Expected customer spend- Overall and Category-wise
3.6.3. Top products in customer's mind - Category-wise
3.6.4. Category-wise consumer excitement
3.6.5. Most Popular Products in each category
4. Future Outlook
4.1. Future growth rate of e-tail
4.2. Future market size


1. Primary Research Consumers, stakeholders and industry experts are interviewed to help us validate key trends and market estimations.

While the exact figures may vary for different reports, on average, the publisher conducts:

  • ~1,000+ consumer surveys
  • ~30+ IDIs (in-depth interviews) with stakeholders (consumers, suppliers, distributors and delivery executives, among others)
  • ~25+ detailed discussions with industry experts Depending on the report in question, consumers and stakeholders are distributed across:
    • City tiers (Metros, Tier 1, Tier 2, Tier 3 & Tier 4 cities)
    • Income levels
    • Genders
    • Age groups
    • Professions
    • Internet usage pattern
    • Geographies


2. Secondary Research Secondary includes analysis of databases available in public domain. Information sought is cross-referenced and aligned for soundness.

Note: In order to maintain confidentiality, results and analysis of the surveys and expert interviews are presented at level of overall scenario analysis and representation only.