Nearly 60% of Saudi Black Friday shoppers more comfortable buying online

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Amazon announcing on Wednesday the creation of 3,400 new jobs across the Kingdom, as it boosts its operations to handle this weekend’s Black Friday sales rush. (Amazon)
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Alistair Burton, country manager MEA at advertising platform Criteo. (Criteo)
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Amazon announcing on Wednesday the creation of 3,400 new jobs across the Kingdom, as it boosts its operations to handle this weekend’s Black Friday sales rush. (Amazon)
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Updated 25 November 2020
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Nearly 60% of Saudi Black Friday shoppers more comfortable buying online

  • Data found online sales in Middle East and Africa surged 336 percent on Black Friday in 2019
  • Amazon reported it has boosted its Saudi workforce by 3,400 to handle the anticipated demand

DUBAI: As Saudi online retailers build up for Black Friday this weekend, a new survey found the majority of shoppers in the Kingdom said they feel more comfortable buying online this year than in-store.

The survey, carried out by advertising platform Criteo, comes as new data also found that online sales in the Middle East and Africa (MEA) surged 336 percent last year, while overall traffic rose 170 percent.

With similar figures expected this year, as shoppers remain at home as a result of the coronavirus disease (COVID-19), the Criteo survey of 900 Saudi online consumers found that around forty percent of respondents said they plan to buy more products online this year, with household products, groceries and beauty and hygiene products proving most popular.

Alistair Burton, country manager MEA at Criteo commented: “The events of 2020 made it an extraordinary year for e-commerce. Our research shows that this year consumers will swap door-buster deals for online discounts that start sooner and span a longer period of time.”

Overall, the research found that 58 percent of Saudi respondents said they feel more comfortable shopping online this year than in-store, while half also said they were delaying any recent purchases so they can avail of the Black Friday promotions and discounts this weekend.

When it comes to service considerations, 35 percent of shoppers said the shipping cost was a big factor in their decision-making process.

The Black Friday marketing push has a proven track record to result in more sales for retailers. Noon, the online shopping platform backed by Saudi Arabia’s Public Investment Fund and Dubai businessman Mohamed Alabbar, set a target to attract 25 million unique shoppers in 2019. It claims to have “surpassed” all expectations last year and is aiming for an even bigger figure this year.

During a Noon presentation last year in Dubai to regional retailers, the platform reported that during the “Yellow Friday” sales push, its weekly revenue increased eight-fold, the average customer conversion rate on the portal and app doubled, the number of items purchased per basket rose 50 percent, and the amount of average time shoppers spent on the site increased threefold.

The surge in online interest has benefited the overall economy, with Amazon announcing on Wednesday the creation of 3,400 new jobs across the Kingdom, as it boosts its operations to handle this weekend’s sales rush. The company pointed out that 60 percent of the new full-time jobs went to Saudi nationals.

Amazon also said six months ago it increased its delivery network by 25 percent and launched new delivery stations across Saudi Arabia.

Prashant Saran, director of operations for Amazon Middle East and North Africa, said: “We have continued to invest in Saudi Arabia as part of our long-term commitment to our customers.”


Saudi consumer inflation eases to 1.8% in January: GASTAT 

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Saudi consumer inflation eases to 1.8% in January: GASTAT 

RIYADH: Saudi Arabia’s inflation softened to 1.8 percent in January, signaling contained price pressures even as housing rents remained the main driver of consumer costs, official data showed.  

According to the General Authority for Statistics, average prices for housing, water, electricity, gas and other fuels rose 4.2 percent in January, reflecting a 5.2 percent increase in actual residential rents. 

Saudi Arabia’s inflation trajectory broadly aligns with projections by the International Monetary Fund, which said in October the Kingdom is expected to maintain an annual inflation rate of about 2 percent in 2026. 

In its latest report, GASTAT stated: “The Consumer Price Index in Saudi Arabia recorded an annual increase of 1.8 percent in January 2026, compared to the same month of the previous year.”   

It added: “This increase was mainly driven by a rise in housing, water, electricity, gas, and other fuel prices by 4.2 percent, transport prices by 1.5 percent and restaurant and accommodation services prices by 1 percent.”  

According to the report, expenses for personal care, social protection and miscellaneous goods and services increased 7.9 percent year on year in January, while insurance and financial services costs rose 3.3 percent. 

Prices for recreation, sport and culture increased 2.3 percent, driven by a 3.7 percent rise in package holiday expenses. Education service prices rose 1.6 percent, reflecting higher secondary education costs. 

Food and beverage prices increased 0.2 percent year on year. 

Conversely, prices for furnishings, household equipment and routine household maintenance fell 0.3 percent in January, while healthcare expenses declined 0.1 percent over the same period. 

On a month-on-month basis, Saudi Arabia’s CPI rose 0.2 percent in January from December. 

Housing, water, electricity, gas and other fuels increased 0.5 percent month on month, again driven by higher residential rents. Transport prices rose 0.2 percent, while restaurant and accommodation services gained 1 percent. 

Food and beverage prices fell 0.6 percent during the month, and information and communication costs slipped 0.1 percent. Education, healthcare, furnishings and tobacco prices were largely unchanged. 

Wholesale Price Index 

In a separate report, GASTAT said Saudi Arabia’s Wholesale Price Index rose 2.9 percent in January compared with the same month in 2025. 

The increase was attributed to higher prices for other transportable goods — excluding metal products, machinery and equipment — which climbed 4.9 percent, as well as agricultural and fishery products, which rose 4.2 percent. 

Metal products, machinery and equipment prices increased 1.2 percent year on year in January, while food products, beverages, tobacco and textiles rose 0.3 percent. Ores and mineral prices declined 0.1 percent. 

Compared with December, the Kingdom’s WPI increased 1.5 percent, driven by a 3.4 percent rise in other transportable goods excluding metal products, machinery and equipment. 

On a month-on-month basis, agricultural and fishery product prices increased 0.5 percent, while food products, beverages, tobacco and textiles posted a modest 0.2 percent gain. 

Average prices 

In another report, GASTAT highlighted notable changes in average prices of goods and services across Saudi Arabia in January. 

Local watermelon recorded the largest month-on-month increase at 7.5 percent, followed by local black eggplants at 6.5 percent, local okra at 6.3 percent and Indian pomegranates at 6.1 percent. 

Conversely, several items posted sharp price declines. 

Abu Sorra Egyptian oranges recorded the steepest fall at 28.2 percent, followed by Pakistani mandarins at 21.3 percent and green beans at 12.3 percent.