Eid Al Fitr shopping spree: What UAE residents are buying and big trends shaping 2025

Dubai: UAE consumers’ enthusiasm for shopping during Eid Al Fitr has increased, with over 40 per cent spending more than last year, according to a recent study. And a major chunk of that shopping is happening online, according to Flowwow and Admitad’s latest e-commerce research.

The study analysed 900,000 customer orders and said the e-commerce sector has witnessed a 40 per cent increase in online orders for Ramadan and Eid Al Fitr sales. The research also shows a 150 per cent increase in gift demand.

Saudi Arabia saw an even bigger e-commerce peak, with sales increased by 30 per cent. Flowwow and Admitad experts predict a record-breaking Eid al-Fitr 2025, forecasting a 10 per cent rise in online sales.

“The Eid continues to be a peak period for e-commerce in the MENA region, driven by the growing consumer preference for online shopping and gifting. This trend is particularly pronounced in Saudi Arabia and the UAE, where digital retail adoption remains strong,” said Anna Gidirim, CEO at Admitad.

What are shoppers buying?

Fashion led the charge this year, making up 17.8 per cent of total online orders, while electronics weren’t far behind at 16 per cent. Home goods remained a key category, representing 15 per cent of purchases.

Other notable segments include: Automobiles, parts and accessories – 8 per cent, toys and hobbies – 6.5 per cent, and beauty and health – 6.2 per cent. Tools, mother and kids’ products, and sports and entertainment products are also lost.

Spike in online spending

Online shopping in the UAE is gaining momentum, with heavy online spenders increasing to 31 per cent in 2025, up from 28 per cent in 2024, according to a Toluna MatrixLab survey.

This indicates a growing segment of consumers who shop multiple times a week or daily. Medium online spending has dropped from 42 per cent to 40 per cent. In comparison, light online shopping has declined to 29 per cent, suggesting a shift toward more frequent e-commerce purchases.

Who is spending the most?

According to the AlixPartners 2025 Global Consumer Outlook, the anticipated spending increase among UAE consumers is consistent across all income levels but is particularly pronounced among high-income shoppers.

Among generational groups, shoppers under 45 (27 per cent) are expected to lead the surge in spending across retail segments, driven by higher disposable income and the demands of starting and expanding households. In contrast, shoppers aged 45-64 are more likely to maintain their current spending habits (85 per cent) or significantly reduce their expenditure (27 per cent), as many in this age group transition to having financially independent dependents.

“This regional consumer optimism is driven by a more favourable macroeconomic outlook and a reduced perceived need to save,” said Hisham Abdul Khalek, Partner and Managing Director at AlixPartners. “This confidence translates into increased anticipated spending across all sectors, particularly in groceries and clothing, driven not only by inflationary pressures but also by premium purchases and a general willingness to spend optimistically,” he stated.