Winning Saudi Arabia’s ‘Golden Quarter’ requires strategies for the always-on digital shopper
Consumer behavior in Saudi Arabia is increasingly driven by technology, turning every moment into a potential shopping opportunity. No longer confined to specific times, days, or locations, today’s Saudi shoppers engage with brands whenever and wherever it suits them through their smartphones. This transformation into an “always-on” shopping culture, fueled by the rapid growth of e-commerce, signals promising growth for brands. As we enter Q4, the “Golden Quarter” of the shopping calendar, brands that capitalize on this shift with sustained, meaningful digital marketing campaigns can create lasting benefits and customer loyalty well beyond this peak period in the Kingdom.
The Golden Quarter spans from October to December and is defined by eagerly awaited shopping events such as Black Friday, Singles’ Day, and Cyber Monday. These events give consumers the chance to explore new brands and products at attractive prices. For Saudi Arabia’s digitally savvy population, this period holds particular significance as it blends global shopping phenomena with local traditions and national celebrations. This creates a dynamic and culturally charged shopping landscape during the busy season.
Digital platforms are reshaping how consumers discover and purchase brands
Digital platforms like TikTok, which are seeing a significant rise in Saudi users who hold substantial purchasing power, are playing a pivotal role in shaping how Saudi consumers engage with brands during this quarter. The easy access to information, authentic reviews, and personalized experiences on the platform greatly aids their decision-making process. In Q4 of 2023, shopping-related content garnered over 4 billion video views, and Saudi consumers in particular, spent x1.1 more on average than users on other platforms according to data from IPSOS, indicating that brands on the platform have the opportunity to connect with a highly engaged, ready-to-spend audience.
But to make the most of the busy season and remain top of mind, brands need to adopt a strategy of quarter-long consistency. This consistently allows them to move beyond seasonal peaks, driving sustained engagement throughout Q4 and beyond, while maximizing return-on-investment. Research shows that brands running TikTok campaigns for over three months achieved a 34 percent higher ad recall and were more than twice as likely to lead to conversions than shorter campaigns.
Brands can leverage the cultural significance of the season to connect with consumers
The Saudi market is shaped by its cultural values, which significantly influence consumer behavior. The combination of events like year-end sales and Saudi National Day during this period naturally boosts consumer interest and further drives purchasing decisions. Brands on TikTok have been leveraging this cultural consciousness by launching campaigns that build personal connections with their audience during this time. By focusing on local interests such as food, fashion, and travel, and collaborating with regional content creators for authentic and shareable videos, successful brands have built a sense of community and pride, leading to higher engagement and stronger brand loyalty.
Saudi consumers also highly value authenticity and are more likely to engage with content that feels genuine and relatable. Digital platforms like TikTok offer multiple avenues for brands to develop authentic storytelling. A popular strategy for beauty, fashion, and F&B brands during this period is encouraging user-generated content, prompting consumers to share real-life experiences through live-streamed product reviews, behind-the-scenes videos, and user testimonials. Brands also harness TikTok’s blend of education and entertainment to share informative content like tutorials or tips, all of which create a ripple effect of organic, authentic content that promotes the brand in a compelling and impactful way. Marketers that implemented these strategies throughout the Q4 period in 2023 saw a 3.1 times increase in their consumer conversion rates on TikTok.
Native features and trends on digital platforms can boost conversion for brands
Brands have also been utilizing TikTok’s unique marketing tools and features, such as shoppable video ads and branded challenges, to activate full-funnel campaigns to achieve lasting outcomes. During Q4, when consumers are actively seeking deals and promotions, marketers can use it to drive urgency around limited-time offers and flash sales, creating a direct path from engagement to conversion.
To bring variety for niche communities on the platform, brands can collaborate with TikTok’s creative experts and production partners to produce ads and add-ons quickly, at scale, and within budget. Additionally, they can maximize their resources by using TikTok’s suite of creative tools to transform existing assets into visually engaging creatives. This not only diversifies campaigns but also delivers significant value to consumers, all while maintaining a cost-effective strategy for longer campaigns during this season.
Adapting to evolving consumer behavior is key to lasting brand success
In an evolving market like Saudi Arabia, adapting marketing strategies to keep pace with changing consumer behavior is essential for achieving strong brand recall. With the proven success of quarter-long activation strategies, brands in Saudi Arabia can once again position themselves for a highly successful sales season this year. By seamlessly integrating entertainment, authentic connections, and cultural relevance with commerce into their approach, they can rise above the competition and carve out a desired space among Saudi shoppers during the peak period. In doing so, they are also laying the groundwork for continued success well into 2025.
