Consumers in the Middle East and North Africa are the consumer groups most looking forward to the arrival of White Friday. In fact, the excitement of the promotion started as early as early November.

A survey conducted by global consulting firm Simon Kutcher and partners shows that in the UAE and Saudi Arabia, 98% of respondents are very familiar with White Friday. Not only that, people in the Middle East and North Africa spent 30% higher than the global average on White Friday, nearly $400 per person.

People in the Middle East and North Africa are more specific than ever when searching online. For example, they are now searching for things such as "best" and "discount codes" to bring their behavior closer to the shopping season of consumers in more mature markets such as the United States. With the maturity and evolution of consumer behavior, a clear transition has taken place from the single moment of "White Friday" to the entire peak season (from the Singles’ Day and the New Year’s Day). In fact, searches for Singles' Day, Cyber Monday and Christmas have increased by 33% year-on-year.

Compared with a year ago, this year's White Friday started earlier, ended later, and took longer to cross. It is divided into four main stages:

Preparation: 11 to 4 weeks before White Friday

Warm-up: Three weeks before the week before White Friday

Boom: The week of White Friday

Summary: Starting from the second day of White Friday, it lasts for five weeks.