How to make the most of Saudi Founding Day 2025?

Saudi Founding Day (SFD), celebrated annually on February 22, marks the establishment of Diriyah as the capital of the First Saudi State in 1727. It’s a day of national pride—honoring Saudi heritage, unity, and progress. More than just a historic milestone, SFD presents a golden opportunity for businesses to connect with the Saudi audience in meaningful ways.

Insights from Tamara’s data last year highlight SFD’s commercial significance. This makes it one of the most profitable periods in Q1—a time when brands can tap into heightened consumer excitement with well-crafted campaigns and offers.

To help your business stand out during this vibrant celebration, we’ve rounded up five creative strategies to maximize impact and drive success during Saudi Foundation Day 2025.

Create themed social media campaigns

Social media is more than just a platform—it’s a powerful driver of sales, especially during peak shopping seasons. According to Tamara’s 2024 survey, most GCC shoppers rely on social media and online ads to discover deals. This makes it essential to craft eye-catching campaigns that align with SFD’s festive spirit.

Last year, Tamara’s SFD campaign seamlessly incorporated the event’s official logo and visual identity. Our messaging highlighted five cultural symbols:

• The flag – representing unity

• The souq – symbolizing economic diversity

• The palm – a nod to cultural pride and sustenance

• The arabian horse – reflecting bravery and chivalry

• The falcon – embodying harmony and vision

By intertwining these symbols with storytelling techniques, we created an emotional connection that boosted engagement and sales. Themed campaigns like these make your brand more relatable, memorable, and impactful.

Engage with your audience through user-generated content

User-generated content (UGC) is a game-changer in building brand trust and community. It allows your audience to actively participate in your brand’s celebration, amplifying your reach and impact.

A standout example of a successful UGC campaign is STC’s Sahra campaign, which invited global photographers to capture breathtaking images of Saudi deserts—showcasing both national pride and STC’s robust network coverage. Campaigns like these inspire audiences to contribute their own content, strengthening brand loyalty and cultural connection.

Encourage your customers to share their Saudi Founding Day experiences using your products. Create branded hashtags, run photo contests, or highlight customer stories to make them feel part of the celebration. When customers see their contributions featured, they’re more likely to engage and spread the word about your brand.

Take your brand offline with activations

While digital campaigns are essential, offline activations can make a lasting impression. Participate in on-ground events and brand activations that reflect SFD’s cultural significance while aligning with your brand’s values.

For example, Tamara’s Bazaar at LEAP 2024 provided a dynamic platform for local businesses to showcase their products, connect with customers, and boost visibility. This initiative not only enhanced our offline presence but also reinforced our commitment to supporting local entrepreneurs.

Collaborate with influencers, artists, and storytellers to bring your brand to life during SFD. Whether through pop-up experiences, live performances, or interactive installations, creating an immersive brand presence can deepen engagement and leave a lasting impact.

Saudi Founding Day is a prime occasion for shoppers looking for deals. Exclusive promotions and financial flexibility can significantly boost conversions.

According to Tamara’s 2024 survey, 61% of shoppers now favor split payment options over traditional cash or card payments. By crafting targeted offers and promoting them strategically, brands can capture shoppers’ attention and drive conversions.

Partner with Tamara to elevate your campaign and offer customers the ease of splitting in up to 4 payments. Flexible payments not only enhance affordability but also encourage bigger purchases—maximizing your sales potential during this festive season.