As Father’s Day approaches on June 21, the celebration is becoming a major driver of e-commerce growth in the Middle East and North Africa (Mena) region, according to recent studies.
In the United Arab Emirates, gift orders for men increased by 25 percent, with shoppers opting for more thoughtful and family-oriented presents. Data from Flowwow shows that Father’s Day 2024 saw a 129 percent rise in gift orders year-over-year, while the Gross Merchandise Value (GMV) grew by 121 percent. The overall trend of gifting to men continues to rise, showing a more than 20 percent increase compared to the previous year. Across the Mena region, online orders during the 2024 Father’s Day period increased by 16 percent, led by Saudi Arabia, which saw a 30 percent growth.
Looking ahead to 2025, Flowwow expects Father’s Day sales to increase by 30 percent. There is strong demand for gift sets such as hamper boxes and gourmet collections, along with themed Father’s Day cakes and premium chocolates.
In 2024, spending on Father’s Day gifts varied throughout the Mena region. Customers in Kuwait and the UAE spent the most, with average order values of \$114 and \$57.20 respectively. Jordan, Egypt, and Saudi Arabia followed with lower average spends of \$38.60, \$31.60, and \$29.10. Flowwow’s data also showed that the average order value for gifts dropped by 3.4 percent to Dh270.85 (\$73.75), which is about 12 percent less than other major holidays like Mother’s Day or International Women’s Day. This suggests that shoppers prefer personal and meaningful gifts over expensive ones.
Despite the cultural importance of fathers in the Middle East, men have historically received fewer presents on occasions like Father’s Day compared to women on Mother’s Day, which sees an average spend of Dh303.07 (\$82.52). However, the emotional significance of Father’s Day is growing in the region.
Supporting this change, a study by IKEA found that 67 percent of fathers in the UAE prefer spending quality time with their children rather than receiving material gifts. Less than 1 percent wanted a traditional tie, and fewer than 10 percent would choose gadgets. This highlights a regional focus on family connection over consumerism.
Slava Bogdan, CEO of Flowwow, said Father’s Day is gaining meaning in the Mena region, especially in the UAE, where gifting for men is growing alongside a strong cultural appreciation for fatherhood. He noted that people are not only celebrating fathers but also other important male figures such as stepfathers and grandfathers, showing their value within families across the Gulf Cooperation Council (GCC).
Google Trends also reflects the rising interest in Father’s Day in the UAE and the broader Middle East. Searches for Father’s Day-related content, including quotes, greetings, cards, and gift ideas, increased more than 30 times during the week starting June 16. Google Shopping data showed a peak in gift-related searches ahead of the holiday, indicating that more people are preparing with intention.
Anna Gidirim, CEO of Admitad, said Father’s Day is becoming one of the key e-commerce growth drivers in the Mena region. Between June 20 and 22, orders rose 16 percent year-over-year, with Saudi Arabia showing the strongest growth, experiencing a 30 percent increase in order volume during the holiday period.
The growing interest in gifts for men reflects a broader trend in the Mena region, where gift purchases rose 25 percent in 2023. According to Admitad data, the most popular gift categories for men include home and tools (30 percent), electronics (22 percent), and automotive accessories (9 percent). In the UAE, top Father’s Day gifts were tech products (23 percent), household items (18 percent), and car accessories (16 percent). Saudi Arabian shoppers favored electronics and gadgets even more, which made up 28 percent of all sales.
This trend is not new. Earlier in 2024, Valentine’s Day in Saudi Arabia saw men receiving more gifts than ever, with sports gear, tools, and car accessories leading the list. In the UAE, Father’s Day shoppers are choosing experience-based gifts like spa or sports vouchers, alongside classic options such as apparel, oud perfumes, watches, leather goods, gift baskets, and gadgets.
Cross-border gifting is also on the rise during Father’s Day. People are sending presents to the UAE from various countries around the world, including the United States, Cyprus, Turkey, Saudi Arabia, Qatar, Lebanon, Spain, Germany, Lithuania, Russia, and Kazakhstan.
The data highlights how Father’s Day is becoming an increasingly important occasion for e-commerce growth and meaningful gift-giving across the Mena region.
