Dubai Summer Sale now rivals Black Friday with big boost in digital spending

Dubai: The Dubai Summer Sale, once considered a low-season retail push, has officially transformed into a full-blown shopping phenomenon. Driven by Gen Z’s digital habits, mobile-first purchases, and a wave of global gift orders, this summer is seeing retail trends that rival Black Friday.

A new study by UAE-based gifting platform Flowwow and global performance marketing firm Admitad, based on 2 million+ online orders across the MENA region, reveals a 40% jump in digital sales during the summer — with the UAE at the epicentre of the shift.

Once known for sluggish sales during the sweltering months, retailers are now seeing serious traction. In the UAE, online orders grew by 12% year-on-year, while overall e-commerce revenue jumped 15% during the Dubai Summer Surprise 2024 campaign. The average order value rose from $69 to $75.

The forecast for Dubai Summer Surprise 2025? A further 15% rise in digital orders.

UAE shoppers are clearly glued to their phones — with 40% of purchases made via smartphones, and analysts expect mobile orders to jump another 10% in 2025. But it’s not just convenience that’s driving the numbers.

Cross-border gifting is booming, up 20% this summer, led by countries like the UK, USA, and Saudi Arabia. With 35% more UAE residents travelling abroad, many are choosing to send gifts internationally through digital platforms. Think flowers, cakes, balloons, and even edible strawberry bouquets — all ordered from Dubai and delivered across the globe.

“The UAE is becoming a global gifting hub,” says Slava Bogdan, CEO at Flowwow. “Shoppers aren’t just buying for themselves anymore. They’re connecting with loved ones across borders — and using tech to make it personal.”

If you’re wondering what UAE shoppers are filling their carts with this summer — it’s fashion first. Clothing and accessories made up 28% of all e-commerce sales, followed by electronics (17%), home & garden (14%), and even car products (11%). Gifting categories like flowers (60%) and cakes (15%) led the charts too.

The UAE and Kuwait also topped the region in terms of spend, with Kuwait seeing the highest average order value of $120, compared to $75 in the UAE.

“Seasonal sales are reshaping regional shopping,” notes Anna Gidirim, CEO at Admitad. “What we’re seeing is a shift in mindset — from local mall browsing to mobile-driven, borderless spending.”

For UAE shoppers, this trend means two things:

With the UAE’s e-commerce market already worth over $8.8 billion, this summer’s surge is only accelerating the shift — and turning what was once the off-season into the most rewarding time to shop.