Flowwow, a UAE-based gifting marketplace, and Admitad, a partnership marketing platform, unveil key Valentine’s Day market trends in the MENA region by analysing online sales from February 12-15, 2024. The study highlights a 37% mobile shopping growth, and a staggering 550% flower market boom, marking Valentine’s as one of the key shopping events for Middle Eastern consumers. The study also reveals that the UAE, Kuwait, and Saudi Arabia are one of the top spenders on Valentine’s gifts in the region.
Kuwait ($126) and the Emirates ($95) lead MENA in Valentine’s Day gift sales by the average order value (AOV), with significant AOVs also seen in Qatar ($74), Egypt ($57), and KSA ($49).
Valentine’s Day remains the biggest driver of flower sales, with purchases surging by 550% and revenue rising by 635% compared to the average month, according to Flowwow. Flowers maintain their position as the most popular gift category for Valentine’s Day (with 93% of total purchases), highlighting the traditions and gift-giving culture of the Emirates and reflecting their love for timeless classics.
Throughout 2024, large bouquets in shades of red (35%), pink (30%), and white (17%), composed of classic and peony roses, remained one of the top choices with UAE customers. Luxurious bouquets with 101 or 109 roses have become bestsellers in the Emirates, often selected for special occasions, including Valentine’s Day. The average order value for the flower bouquets in the UAE stood at 275 AED ($74.8).
“The UAE and MENA region stand out for their deep-rooted culture of expressing love through meaningful gestures. At Flowwow, we are proud to support this tradition by delivering joy and bringing people closer, no matter the distance. This year, we predict a significant 15% rise in gifting sales for Valentine’s Day, one of the biggest shopping peaks of the year, with a notable 10% increase specifically in the confectionery category. As long as people love, the gifting business will continue to thrive – especially on occasions like Valentine’s Day, where expressions of affection matter most”, said Slava Bogdan, CEO of Flowwow.
Valentine’s Day is currently topping the searches on Google Trends in the UAE and MENA, where customers are preparing gifts for their loved ones. This year, consumers are expected to spend a record $27.5 billion on Valentine’s Day, according to the National Retail Federation. The MENA region is experiencing a growing trend in the confectionery and bakery categories, following the international popularity of candies (56% of all purchases) for Valentine’s Day gifts.
Besides flowers, top Valentine’s gifts include teddy bears, chocolates, chocolate-covered strawberries, red heart-shaped balloons, and creative floral arrangements, according to Flowwow data. Some in the UAE prefer unique blooms like violet tulips, colourful roses, blue hydrangeas, orchids, and peony tulips.
Mobile shopping has seen significant growth in the region, with over 37% of Valentine’s Day sales being made via mobile devices. In Saudi Arabia, mobile purchases accounted for more than half of all orders, while in the UAE, this figure reached 41%. According to Flowwow and Admitad experts, the proportion of mobile purchases for Valentine’s gifts is expected to increase by 3% further in 2025.
At the same time, Valentine’s Day appears to be losing its charm for local MENA audiences, as total sales in 2024 have decreased by 5% in the week of the holiday compared to the previous year.
“Consumers have been less active in making Valentine’s Day purchases compared to, for example, the month of Ramadan. The situation will improve with the overall growth of e-commerce in the region, which is projected to increase by 5% in the total number of orders by the end of 2025”, commented Anna Gidirim, CEO of Admitad.
Meanwhile, Saudi Arabia saw an unexpected Valentine’s Day trend, with men receiving more gifts than ever, particularly sports gear, tools, and car accessories, which saw the largest growth. In Saudi, gifts for young mothers made up 9% of sales, and men were 1.5 times more likely to receive car accessories and electronics (20%).
Generation Z is shifting towards gifting digital beauty items in video games, like CS:GO skins and DOTA 2 Arcanas, driven by a 32% increase in online game sales.
The UAE’s multicultural spirit shines through in Valentine’s Day greetings, written in over 25 languages, with English (74.3%) and Arabic (18.4%) being the most commonly used in postcards. Other popular languages include Russian (2.2%), French (1.9%), Spanish (1.2%), German (1%), Hindi (1%), and Filipino (1%), reflecting the country’s diverse expat communities. In 2024, the word “love” appeared 359 times in postcards, alongside affectionate phrases like “love you” (173 mentions), “forever” (28 mentions), and “Habibi” (37 mentions), showcasing cultural influence. This linguistic diversity highlights the UAE’s multicultural spirit and the universal language of love.
Valentine’s Day in the MENA region will continue to see growth in online gifting sales, with mobile purchases, luxury gifts, and floral arrangements leading the way. As trends evolve, the demand for a wider variety of gifts, from flowers to fashion and gaming items, is expected to grow in 2025. The UAE and Saudi Arabia remain at the forefront of this shift, reflecting the tradition of love and giving, prominent among all cultures of the region.
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