From Singles’ Day to White Friday: How brands won the UAE’s biggest ecommerce events

November cemented its place as the peak of ecommerce in the UAE, as Singles’ Day and White Friday delivered results no brand could afford to overlook. During the November 2025 peak season, projected UAE online sales rose by 14% in GMV and 11% in order volume year-over-year, confirming the month’s dominance as the region’s ecommerce high point. For brands on major platforms like Amazon.ae and Noon, the season proved to be much more than a fleeting spike; it provided a pivotal moment to acquire new customers and demonstrate year round readiness.

Here’s what the data says about thriving during the UAE’s busiest shopping month.

Be ready before peak arrives

Brands that took November seriously started preparing long before the first sale. The data is convincing. Those who achieved year on year growth did so by securing early inventory, validating deal pricing, fixing listings ahead of time, and setting paid ad budgets before the rush. Failing to prepare risks stockouts, lost visibility, and having deals rejected by Amazon due to pricing or listing errors right when intent was highest.

Singles’ Day sets the momentum and White Friday unlocks it

Peak season in the UAE now moves in two waves. Singles’ Day has become a launchpad, with a 60% lift in platform sales on 11 November compared to normal periods. Electronics retailers saw online sales nearly double, with up to 20% of November’s revenue now coming from Singles’ Day. In beauty and wellness, turnover increased by up to 200%. Brands who invested early captured both discovery and repeat orders as White Friday arrived. 

Real time agility outperforms static strategy

November sales in the UAE moved faster than anywhere else, with marketplaces like Amazon and Noon now driving 74% of all online purchases in MENA, as leading brands saw run rates soar past 150%. Brands that monitored performance in real time and acted instantly by optimising bids, resolving Buy Box issues, reallocating spend, and proactively managing inventory unlocked the strongest gains.

Customer experience and personalisation make all the difference

UAE consumers now expect seamless convenience, with quick commerce platforms like Careem, InstaShop, and Noon Minutes setting new standards for speed. During peak periods, brands that delivered fast fulfilment, clear communication, and personalised experiences in both Arabic and English saw higher retention and stronger trust. Targeted retargeting and tailored messages based on shopper behaviour outperformed generic campaigns, proving that relevance and localisation consistently drive better results.

Keep the momentum going after the rush

Winning brands kept their foot on the gas once November closed. They personally thanked customers, gathered reviews within days, and re-engaged peak buyers with individual offers through December. Rather than rely on email lists alone, they combined data from search and shopping behaviour to make offers that stuck. This approach kept new buyers engaged and turned them into multi month repeat customers. Every action after White Friday, from gratitude to personalisation, fuels next year’s growth.

Key takeaway: Data and discipline turn peak season profit into long-term performance

The November numbers prove it. Early preparation, fast-action tactics, relevant customer experiences, and relentless follow up drive real, measurable growth for brands in the UAE. With 50% of online purchases now via mobile and BNPL usage increasing, shoppers expect seamless journeys. Marketplaces fight for every order using flash sales, gamified discounts, loyalty rewards, and instant delivery. Success now comes from preparation, real time decision making, and building relationships that turn one time buyers into loyal fans for the next year and beyond.

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