Data shows that Saudi National Day shopping begins weeks before the actual celebration, transforming the occasion into an extended consumer period across the Kingdom. According to insights released by Snap Inc., Saudi audiences turn to social media platforms such as Snapchat to plan celebrations, discover ideas, and make purchasing decisions well ahead of the national holiday.
Planning for the event starts early for most residents. Snap reported that 94% of Saudi consumers shop or intend to shop during the season, a figure that increases to 96% among Snapchatters. Furthermore, 75% of Snapchat users noted that early content from brands helps them plan their activities and gain inspiration before the holiday arrives.
Surge in User Engagement and Conversions
As community discussions accelerate, engagement levels across mobile apps increase substantially. Historical data from previous celebrations indicates that Lens Shares surged by 604% during the period. Meanwhile, Swipe-Ups rose by 148% year on year, and in-app purchases grew by 56% during the festive window.
Influence of Personal Recommendations on Purchases
Direct conversations with close contacts remain a primary driver of purchase activity. For 62% of Snapchat users, recommendations from friends and family have the largest influence on what they choose to buy. Consequently, these users are 1.3 times more likely to rely on trusted relationships compared to non-users, turning personal discussions directly into commercial actions.
Impact on Retailers and Brand Campaigns
The extended consumer period presents clear commercial opportunities for retailers within the local business economy. For instance, Bath & Body Works utilized creators and augmented reality during a previous campaign, reaching over 8.15 million individuals. That campaign increased the brand’s platform following by 50% and achieved an 11-point increase in purchase action intent.
“What matters most is not that consumers shop for Saudi National Day, but when those decisions begin. Our data shows that inspiration starts weeks in advance, driven by conversations and recommendations within close circles.”
Georges Odeimi, Head of Sales Verticals, Snap Inc UAE
Planning for Saudi National Day Shopping Seasons
Marketers are adjusting timelines to connect with audiences earlier in the calendar. Georges Odeimi stated that brands benefit when they establish presence early and create experiences that consumers want to engage with. Therefore, successful seasonal campaigns rely on sustained engagement rather than single-day promotions during the national event.
