Father’s Day Emerging as a Major E-commerce Event in the Middle East



	7 hrs ago

as father’s day approaches on june 21, it is increasingly recognized as a significant driver of e-commerce growth across the middle east and north africa (mena) region, according to recent studies.

in the uae, people are not only purchasing 25% more gifts for men on father’s day but are also opting for more meaningful, family-centered presents.

flowwow’s market research reveals that father’s day 2024 experienced a 129% year-on-year surge in gift orders, with gross merchandise value (gmv) rising by 121%. the trend of gifting to men continues to grow steadily, showing an over 20% annual increase. online orders during the 2024 father’s day period in mena rose 16% compared to last year, with saudi arabia leading the way at a 30% increase.

looking forward to 2025, flowwow anticipates a 30% rise in father’s day sales, driven by strong demand for gift sets like hamper boxes, gourmet assortments, themed father’s day cakes, and premium chocolates.

spending on father’s day varied across the mena region in 2024. consumers in kuwait and the uae led in average order value (aov), spending $114 and $57.2 respectively, followed by jordan ($38.6), egypt ($31.6), and saudi arabia ($29.1), where spending was more conservative.

according to flowwow data, the average gift order value dipped slightly by 3.4% to dh270.85 ($73.75), roughly 12% lower than for other major holidays like mother’s day or international women’s day. this suggests a growing preference for personal, thoughtful gifts over expensive items. despite fathers’ cultural importance in the region, men traditionally receive fewer presents on father’s day compared to women on mother’s day (which averages dh303.07 or $82.52), though the emotional significance of the occasion is increasing.

supporting this shift, an ikea study found that 67% of fathers in the uae prefer spending quality time with their children rather than receiving material gifts. less than 1% desired traditional gifts like ties, and under 10% favored gadgets, highlighting a regional focus on family connection rather than consumerism.

“father’s day is gaining deeper meaning in the mena region, especially in the uae, where gifting to men is growing alongside a strong cultural appreciation for fatherhood,” said slava bogdan, ceo of flowwow. “it’s not just fathers being celebrated anymore — all important male figures including stepfathers and grandfathers are being honored, emphasizing their vital role in families across the gcc.”

google trends confirms the rising popularity of father’s day in the uae and the broader middle east, with searches related to the occasion surging over 30 times since june 16. google shopping data also reveals a spike in gift-related queries, showing more people preparing thoughtfully for the holiday.

“father’s day is quickly becoming a major driver of e-commerce growth in the mena region,” noted anna gidirim, ceo of admitad. “between june 20 and 22, we recorded a 16% year-over-year rise in orders across the region, with saudi arabia — a digitally advanced market — leading with a 30% surge during the holiday period.”

this growing enthusiasm for gifting men reflects a broader trend: in 2023, the mena region saw a 25% rise in gifts bought for men. admitad’s data shows that the top-selling categories for men include home and tools (30%), electronics (22%), and automotive accessories (9%). in the uae, leading father’s day gifts were tech gadgets (23%), household items (18%), and car accessories (16%), while saudi customers favored electronics and gadgets even more, accounting for 28% of sales.

this pattern isn’t entirely new. earlier this year, valentine’s day in saudi arabia also saw men receiving more gifts than ever, with sports gear, tools, and car accessories topping the list. in the uae, father’s day buyers tend to prefer experiential gifts such as spa or sports vouchers, alongside classic presents like apparel, oud perfumes, watches, leather goods, gift baskets, and gadgets.

another notable trend is the rise of cross-border gifting around father’s day. many are sending gifts to the uae from countries including the usa, cyprus, turkey, saudi arabia, qatar, lebanon, spain, germany, lithuania, russia, and kazakhstan.