On Father’s Day, June 21, a new study shows that consumers in the Middle East and North Africa are changing their gift-giving habits, and they are increasingly inclined to choose more personalized and meaningful gifts. The study, based on data from more than 55,000 online purchases, was released by gift platform Flowwow in partnership with affiliate marketing platform Admitad.
Research data shows that there has been a significant change in consumer behavior in the region, especially in Saudi Arabia and the UAE. During Father’s Day in 2024, online gift orders in the Middle East and North Africa increased by 16% year-on-year. Saudi Arabia led the trend, with online shopping increasing by 30%. Flowwow also reported that Father’s Day gift orders increased by 129% year-on-year and total merchandise transaction volume increased by 121%.
The growing trend of male gifting in the region reflects the increased cultural recognition of fatherhood and male role models. The study found that gifting is not limited to fathers, but also stepfathers, grandfathers and other men in the family.
There are also differences in consumer spending patterns in different regions. Shoppers in Kuwait and the UAE had the highest average order amounts, at $114 and $57.2 respectively. Jordan, Egypt and Saudi Arabia followed closely behind, with relatively low spending. Despite the increase in order volume, the overall average order value fell slightly to $73.75, about 12% lower than other seasonal holidays such as Mother’s Day and International Women’s Day. Analysts attribute this to consumers’ preference for more thoughtful and personalized gifts rather than high-priced items.
Flowwow expects this trend to continue until 2025 and predicts that Father’s Day sales in Saudi Arabia will increase further by 30%. Popular choices are expected to include gift baskets, gourmet food sets, themed cakes and premium chocolates.
Search trends also confirm these findings. Google data shows that interest in Father’s Day-related content surged more than 30 times during the week of June 15, while gift-related searches also surged across all platforms. This shows that awareness and engagement with Father’s Day in the region are growing.
According to Admitad, the best performing gift categories in the Middle East and North Africa include home goods and tools (30%), electronics (22%) and automotive accessories (9%). In Saudi Arabia in particular, electronics and gadgets are more popular, accounting for 28% of total sales.
Industry leaders note that Father’s Day is becoming a major milestone in the development of e-commerce in the Gulf region. Anna Gidirim, CEO of Admitad, described Father’s Day as one of the strongest seasonal growth drivers for online shopping in the region.
Flowwow CEO Slava Bogdan added that the trend represents a cultural evolution: “Father’s Day is becoming more meaningful in the MENA region, especially in Saudi Arabia. Families are expressing their gratitude not only to their fathers, but also to all important male figures.”
As digital shopping continues to grow, consumers are increasingly choosing gifts that foster emotional connections – suggesting that Father’s Day is evolving from a commercial event to a more authentic celebration across the Middle East, the report concluded.
