What is White Friday?
In short, White Friday is the Middle Eastern equivalent of Black Friday in the United States. Taking place at the end of November, customers are presented with thousands of sales, deals, and discounts for a variety of desired products by all demographics.
Souq, the largest e-commerce site in the Arab world, first introduced the idea of a grand sale to the region in 2014 as a way of increasing internet traffic and, in turn, their sales. CEO and co-founder of the company, Ronaldo Mouchawar, attended university in the United States during which he became acquainted with the wild sales phenomenon that is Black Friday. After witnessing first hand how Americans seemed to go crazy for the discounts and deals, he decided to bring a similar event to the region with his e-commerce company. However, he decided to put a little spin on it. White Friday takes an American tradition and alters it slightly to be more compatible with the region. To create a successful, new regional phenomenon, Mouchawar had to resonate closely with the culture of the Middle East. (more…)
Comparable to almost all major public holidays in the United States such as Easter, Christmas and Thanksgiving, the holiday of Eid Al Adha has created a boom of consumerism across many different industries within the Muslim world. Marketers need to understand how to effectively aim their marketing efforts towards this holiday in order to take advantage of the many
opportunities which accompany it. To successfully reach your target audience, it is important to know the facts that are covered in this guide, as appearing insensitive or ignorant about this holy day could be a damaging mistake for your business. In this all-encompassing Eid Al Adha guide, we will explain what the holiday is and how to maximize your reach towards the Muslim world.
The Arab consumer is unique and needs to be treated differently than consumers in other parts of the world. Below we will examine some of the consumer behavior, traits, characteristics and demographics of a Middle Eastern Arab consumer that set them apart from consumers in other parts of the world. It should be noted that many of these points are broad generalizations with the intent to help inform businesses looking to operate in the region on how they can better reach their target audience. Since these are broad generalizations about Arab consumers there will always be exceptions to these traits that defy the norm.
When seeking to target any region of the world online it is a good idea to have an understanding of which regional search engines you need to target. This is no different when targeting countries in the Middle East. Unlike many other regions in the world the Middle East does not have an alternative to Google that dominates the region. Despite this there are some important observations to make about Middle East Search Engines that we will go into more detail about here.