Saudi National Day: A time for celebration and business growth

Saudi National Day is more than just a holiday—it's a celebration of the nation's unity under the leadership of King Abdulaziz bin Abdulrahman Al Saud. This historic event marked the beginning of Saudi Arabia’s remarkable journey toward modernization and prosperity. For 94 years, citizens have come together to reflect on the country’s rich heritage, celebrate its achievements, and express their patriotism.

But National Day isn’t just important for individuals. For businesses operating in Saudi Arabia, this season is a golden opportunity to tap into the surge of consumer spending.

A catalyst for growth

Our data team has unearthed valuable insights from last year's Saudi National Day (SND), revealing its significant impact on consumer behavior. Tamara's findings show that SND 2023 was one of the most important seasons in terms of the number of successful orders.

In fact, last year saw a dramatic 130% increase in the number of orders during this period, compared to regular days. This growth highlights the immense potential for businesses to leverage Saudi National Day for increased sales and customer engagement.

Your 2024 pre-campaign kit: Essentials for success

As one of the year’s prime shopping seasons, Saudi National Day is your opportunity to craft a standout campaign that drives results.

1. Target the right audience

Maximizing your sales during SND means engaging with the most active consumers. Tamara’s data from the previous year reveals that millennials were the most engaged shoppers, particularly online.

While millennials led the way in terms of the overall number of purchases during SND 2023, other generations also demonstrated notable activity. Baby boomers and Gen Z, in particular, exhibited a significant surge in engagement during the SND season. Compared to their average activity levels on non-seasonal days, baby boomers and Gen Z increased their participation by 54% and 50%, respectively. This insight highlights the diverse range of consumers who actively participate in this special occasion and also spotlights the need to tailor your marketing strategy accordingly.

2. Prioritize experiences over products

In 2024, offering a great product alone isn't enough—consumers increasingly value the experience around it. Stores should consider diversifying beyond just products to include value-added services, especially since recent data shows that emotions drive 95% of purchasing decisions. In fact, 72% of millennials prefer to spend more on experiences rather than material goods, according to Harris Group research.

At the same time, delivering a seamless customer journey is crucial for building brand loyalty and ensuring repeat purchases. A study by PwC found that 92% of consumers would abandon a brand after just two or three negative interactions. This shows how essential a smooth, positive checkout experience is for increasing conversions and long-term customer affinity.

3. AI: A must-have for modern businesses

AI is no longer a luxury; it's a necessity. According to Forbes, 64% of businesses believe AI boosts productivity, and IBM reports that AI optimizes operations, especially when human resources are stretched thin. Additionally, J.P. Morgan analysts have noted that AI's rise has led to a $1.4 trillion increase in market capitalization and a 45% boost in corporate profits within just four months.

Saudi consumers are also highly aware of AI, ranking second globally in AI awareness, according to Stanford University's 2023 Artificial Intelligence Index Report. A Google and IPSOS survey highlighted that 42% of Saudi consumers are comfortable interacting with AI chatbots. Moreover, a study by Uberall found that 80% of people who have interacted with a chatbot reported a generally positive experience.

4. Physical vs. online shopping: The power of E-commerce

Even during peak shopping seasons, an online presence is crucial. Since the COVID-19 pandemic, e-commerce has grown exponentially. In Saudi Arabia, the e-commerce market is projected to grow from SAR 44.36 billion in 2023 to SAR 89.25 billion by 2028.

Tamara’s data shows a clear trend towards online shopping during SND, with online orders outpacing in-store purchases by a substantial margin. In 2023, online sales exceeded in-store by eight times. This trend emphasizes the importance of having a strong online presence.

5. Extend your campaign timeline

Saudi National Day marks the beginning of a festive season in Saudi Arabia. The last quarter of the year brings numerous sports and entertainment events and sales momentum often continues through Halloween and Black Friday. Last year, we saw consistent growth in sales during October and November, even post SND.

6. Running a local brand? Here’s a bonus tip!

Saudi National Day is a time of deep national pride, offering local brands a unique opportunity to connect with consumers on a deeper level. A study found that 54% of consumers actively seek out locally made products to express their patriotism. By aligning your brand with the spirit of SND, you can foster loyalty and build lasting relationships with Saudi consumers.

Expecting high demand? We've got you covered.

Our QR code feature ensures a quick and seamless shopping experience—no need for number input or waiting for OTP SMS. It’s a simple, one-step process that keeps your customers happy and reduces long queues.

Let Tamara help you make this Saudi National Day a success!