My name is Anastasia Kim, and I am the co-founder and CEO of the WEE Marketplace. In the United Arab Emirates, there are several peak seasons and major holidays that significantly influence consumer demand. According to our estimates, sales during these periods increase by 20–30%, depending on the product category.

In this article, I will discuss the months that experience demand peaks and the factors driving them. I will also highlight common purchases during holidays and explore how sales events are organized in the UAE. To provide additional insights, I invited my colleagues: Anton Sizemin, Commercial Director of WEE, and Anna Miklush, Head of Online Marketing at WEE, to contribute to this material.

The End of Summer Migration and the New School Year

The UAE’s peak shopping season begins as the intense summer heat subsides. By June, outdoor activities become challenging, prompting many locals and residents to leave the country. They return with the arrival of cooler autumn weather, typically in September. This coincides with the start of the new school year.

In September, shoppers primarily purchase home goods, chemicals, cosmetics, hygiene products, and school supplies such as clothing, stationery, notebooks, and textbooks. Parents prepare meals for schoolchildren, as canteens are uncommon in schools and kindergartens, adding another layer of household expenses.

Seasonality also influences the demand for entertainment. Dubai, which ranks among the top cities for tourist spending (over $30 billion annually), boasts a highly developed entertainment industry. On the WEE Marketplace, we offer a wide array of entertainment options, from helicopter flights to theme park tickets. However, some parks, particularly those featuring animals and plants, close during the summer and reopen in the fall.

Cultural Sensitivity in Sales: White Friday and 11.11

Following back-to-school shopping, the autumn sales season begins. The most prominent events are ‘White Friday’ and ‘11.11.’ According to our research, ‘Friday’ is six times more popular in UAE Google searches than ‘11.11.’

In the UAE, Friday holds deep religious significance as a sacred day of prayer. To respect cultural sensitivities, marketing materials refer to the sales event as ‘White Friday,’ ‘Yellow Friday,’ or other neutral names. These sales offer genuine discounts supported by brands and manufacturers, avoiding the practice of inflating prices only to reduce them during promotions.

‘White Friday’ sales often extend beyond a single day, blending seamlessly into Christmas and New Year sales.

Catholic Christmas and New Year Celebrations

In December, European residents in the UAE celebrate Catholic Christmas. Many of them then travel to Europe for a short vacation, leaving airports bustling during this period. Following Christmas, New Year’s celebrations begin, primarily observed by Russians, other Europeans, and some Indian residents.

December sees a surge in sales of artificial Christmas trees, decorations, and festive food items. Shopping malls are adorned with Christmas-themed décor, including nativity scenes. Gift exchanges and festive preparations further drive demand during this season.

New Year’s Eve in the UAE features grand fireworks displays organized by licensed companies, as personal use of pyrotechnics is heavily restricted, with fines reaching up to 50,000 dirhams (more than 10K dollars).

As a multicultural nation, the UAE celebrates New Year of many nationalities. Alongside the Gregorian New Year, the Arabic New Year, Diwali (unofficially considered the New Year in India), and the Chinese New Year are also observed, creating additional peaks in demand.

Ramadan: Top-Selling Abayas, Gifts, and Food Products

The next major shopping peak occurs in spring, centered around Ramadan, a significant religious period. Ramadan is marked by fasting and abundant evening iftars — lavish meals to break the fast — and a culture of gift-giving.

During Ramadan, gifts are exchanged among families and friends, and corporate gifting is common. Recognizing this, WEE Marketplace features a dedicated gift section offering corporate, personal, and themed gifts. Additionally, traditional Muslim dresses, such as abayas, become highly sought after, especially toward the end of Ramadan.

While some tourists avoid visiting the UAE during Ramadan due to reduced operating hours of venues and parks, the country has successfully mitigated this by transforming iftars into vibrant celebrations at beaches and hotels. This strategy has drawn tourists eager to experience the cultural richness of Ramadan.

In the UAE, holidays and seasonal events significantly influence consumer behavior and shopping trends. From the end of summer to Ramadan, each period presents unique opportunities for businesses to engage with customers. At WEE Marketplace, we remain attuned to the dynamic calendar, ensuring product availability and marketing strategies align with these vibrant celebrations.