November 4, 2025 
White Friday is a November shopping season in the Middle East and North Africa just like Black Friday in the United States. White Friday typically spans four days and started in 2014 when Souq kicked it off as a four day shopping event. Today it is no longer just a shopping event – it’s a regional phenomenon that is being celebrated across the UAE, Kingdom of Saudi Arabia (KSA), Qatar, Kuwait, Oman, Bahrain, and Egypt. As we approach the 2025 edition, retailers across the Middle East and Africa (MENA) are gearing up for what promises to be the most dynamic and digitally driven White Friday yet that is expected to cross $10B across MENA.This year, success will hinge on adapting to five key shifts that are redefining the rules of the game.
1. Mobile-First, App-Fueled Shopping
Consumers in the MENA region are increasingly turning to mobile apps to shop. In the UAE and Saudi Arabia, mobile commerce is expected to account for over 70% of total eCommerce sales this White Friday. Fast, intuitive, and localized apps will win this White Friday.
What this means for you: Ensure your mobile app is optimized for speed, search, and seamless checkout. Integrate real-time inventory and order tracking to reduce friction and boost conversions. An integrated OMS, such as Vin OMS, provides mobile platforms with accurate products, pricing and promotions data to power these features. Leveraging this data for app-only deals and leveraging push notifications will be critical to succeed.
2. The Rise of D2C and Marketplace Hybrids
Brands are no longer choosing either direct-to-consumer (D2C) or marketplaces. They’re doing both – marketplaces for volume and reach and D2C website for branding and customer data. White Friday 2025 will see more brands leveraging marketplaces like Amazon.ae, Noon, and Jumia while simultaneously driving traffic to their own D2C website.
What this means for you: You need a unified order and inventory management system that syncs across all channels. Brands need an integrated OMS, such as Vin OMS to ensure accurate stock visibility and fulfillment across every touchpoint thereby ensuring seamless cross channel fulfillment.
3. Longer Sales, Smarter Promotions
White Friday used to be a four day event. It has turned into nearly a month-long event with promotions starting as early as November 1 and “last chance deals” likely to go into early December. This year, White Friday promotions provide early access for loyalty members and app users. AI-driven personalization is also playing a bigger role in targeting offers. Customers in the MENA region are increasingly tech-savvy and accustomed to receiving hyper-tailored experiences.
What this means for you: Plan your promotional calendar early. Use customer data to segment audiences and generate AI-assisted, hyper-personalized offers. Using a robust OMS such as Vin OMS can help bundling products and offers to boost sales.
4. Fulfillment Speed Is the New Differentiator
Customers expect same-day and next-day delivery and fulfillment operations are under pressure. Brands that can ensure fast, accurate, and transparent delivery will win customer trust and repeat business.
What this means for you: Consider distributed warehousing, dark stores, and last-mile partnerships. A powerful WMS such as Vin WMS with logistics integrations can help you scale fulfillment without sacrificing cost-efficiency or delivery accuracy.
5. Returns and Reverse Logistics Matter More Than Ever
Shoppers are more likely to buy when they know returns are easy. In MENA, cross-border shopping is common and ensuring a smooth reverse logistics process can lead to higher conversion rates and increased customer loyalty.
What this means for you: Automate returns, exchanges, and refunds with a centralized returns management system. An efficient WMS such as Vin WMS simplifies this, reducing manual effort and improving customer satisfaction.
Ready to Win White Friday?
White Friday 2025 is all about speed, visibility, and customer-centricity. To win this White Friday season, MEA retailers and brands must unify their operations, scale across channels, and deliver exceptional customer experiences-before, during, and after the sale.
