White Friday Sale 2025: The Blueprint to Record-Breaking Revenue

If you’ve ever wondered how the Middle East does Black Friday, the answer is White Friday — and it’s bigger, bolder, and uniquely regional.

White Friday isn’t just a retail event anymore; it’s a cultural phenomenon. It’s when shoppers across the UAE, Saudi Arabia, and Egypt line up (virtually and physically) for the best white friday deals on Amazon, Noon, Samsung, and hundreds of ecommerce brands.

In this guide, I’ll break down what makes White Friday such a powerhouse — where it’s celebrated, why it matters, and how your brand can build a winning white friday sale strategy that converts browsers into loyal customers.

What Is White Friday?

White Friday is the Middle East’s version of Black Friday — but with a name and positioning that fits local culture and values.

The concept originated when Ronaldo Mouchawar, founder of Souq.com (now Amazon MENA), realized that “Black Friday” didn’t resonate culturally in the region. So, in 2014, Souq rebranded it as White Friday, a nod to positivity and celebration — and a retail tradition was born.

Today, Amazon’s White Friday Sale leads the charge, drawing millions of shoppers each November with irresistible white friday deals across electronics, beauty, fashion, and groceries.

Source: ARPAY

But it’s not just Amazon. Retail giants like Noon, Carrefour, Ounass, and Samsung have transformed White Friday into a regional shopping festival.

Example: Samsung White Friday campaigns now span exclusive bundles, cashback offers, and cross-channel engagement — all localized for MENA audiences.

Why the color white?
In Islamic and Arab culture, white symbolizes purity and positivity. It’s the color of new beginnings — and for many brands, it marks the biggest revenue spike of the year.

Where Is White Friday Celebrated?

White Friday has taken over the Middle East — and it’s spreading fast.

The biggest markets include:

• 🇦🇪 United Arab Emirates (UAE) — home to record-breaking ecommerce spend during White Friday.

• 🇸🇦 Saudi Arabia — the largest MENA market, with shoppers spending up to 3x more during White Friday week.

• 🇪🇬 Egypt — strong growth driven by mobile-first buying and digital payment adoption.

• 🇶🇦 Qatar, 🇧🇭 Bahrain, 🇰🇼 Kuwait, and 🇯🇴 Jordan — growing participation every year.

Even beyond the Middle East, regions like Turkey, India, and Southeast Asia are beginning to run localized “White Friday-style” promotions.

Major players dominating White Friday offers include:

• Amazon (pioneering the concept in MENA)

• Noon (regional rival with deep discounts)

• Samsung (tech giant with massive white friday deals)

• Namshi, Carrefour, Ounass, and Jarir Bookstore

This cross-border participation shows how White Friday has evolved beyond a retail day — it’s now a regional shopping culture.

When Is White Friday?

White Friday usually happens on the last Friday of November, aligning with global Black Friday.

But in true Middle Eastern style, it doesn’t stop at one day. Most brands — from Amazon White Friday Sale to Samsung White Friday — now stretch it into a five-day event, often running from Wednesday to Sunday.

Some even extend it to a “White Friday Week.”

That means:

• Early-bird deals go live by mid-November.

• Peak sales happen on Thursday and Friday.

• Extended offers continue through the weekend.

Start preparing 45–60 days in advance. The brands that plan early — building anticipation through teasers and loyalty previews — consistently outperform those who rush in at the last minute.

Benefits of Advertising During White Friday

If you’re wondering whether White Friday is worth the marketing investment, here’s the short answer: absolutely. White Friday sales continued to grow year-on-year generating 40 per cent more revenue with 19.28 per cent higher purchases in 2024 as per Campaign ME.

Some other advantages of the white friday sale event is explained below:

1. Massive Audience Reach: During the white friday sale, millions of high-intent shoppers flood online marketplaces. Traffic and engagement rates double compared to normal weeks.

2. New Customer Acquisition: Shoppers actively search for white friday deals, making it the best time to win first-time buyers.

3. Brand Discovery: Big players like Amazon and Samsung see up to 4x brand engagement during the event.

4. Cross-Channel Impact: Your campaigns — from email to WhatsApp — benefit from peak digital activity.

5. Lifetime Value Boost: With smart post-purchase engagement, brands turn impulse buyers into repeat customers.

White Friday can drive up to 250% more conversions and 60% higher average order values (AOV) in the MENA region compared to regular months.

Marketing Strategies for a Winning White Friday Sale Promotion

Here’s the truth: Discounts don’t make a successful White Friday campaign — experiences do.

The most successful brands build excitement before, during, and after the sale through personalization, automation, and omnichannel engagement. As per RetailME, 30% of shoppers are exclusively loyal to brands that offer them a good shopping experience.

Let’s break down the best-performing tactics:

1. Start Early with Teaser Campaigns

Don’t wait for the big day to announce your white friday sale. Build anticipation.

• Send “coming soon” teasers via email and WhatsApp.

• Reward loyalty members with early access to white friday offers.

• Use countdown timers and mystery discounts to drive curiosity.

Example: Amazon uses early teaser campaigns featuring “Save the Date: Amazon White Friday Sale” messaging to build hype before the event even starts.

2. Segment, Predict, and Personalize

Not all shoppers want the same thing — and AI can help you figure out who wants what.

• Segment audiences based on previous behavior and category affinity.

• Use predictive models to identify customers likely to respond to white friday deals.

• Send contextual messages like “Your favorite smartwatch is 20% off.”

Platforms like Netcore Cloud make this seamless with AI-driven segmentation and real-time personalization, ensuring every interaction feels tailored, not templated.

3. Optimize Product Pages and Search

The smallest optimization can mean the difference between a sale and a bounce.

• Add white friday sale banners to key landing pages.

• Update metadata and schema for terms like Samsung White Friday or Amazon White Friday Sale to boost SEO.

• Display stock countdowns and “deals expiring soon” notices to increase urgency.

• Test CTAs — “Grab White Friday Offers Now” converts better than “Shop Now.”

4. Offer Exclusive, Time-Bound Discounts

Shoppers expect deals — but they crave exclusivity.

• Create bundles around top-performing products.

• Introduce limited-time flash sales.

• Provide “early access” to VIP members via personalized links.

• Offer extra discounts for app users (to drive installs).

Example: Samsung ran an exclusive Samsung White Friday bundle with free Galaxy Buds for 24 hours only — and sold out in 6.

5. Go Omnichannel — Everywhere Your Customers Are

White Friday shoppers are channel-hopping — from email to app to WhatsApp to Instagram.
That’s why automation is key.

With tools like Netcore Cloud’s omnichannel platform, you can:

• Coordinate messaging across email, WhatsApp, SMS, push, and web.

• Set real-time triggers for abandoned carts, price drops, and restocks.

• Ensure every customer gets consistent messaging across all touchpoints.

This level of connected orchestration keeps customers engaged before, during, and after the sale.

6. Collaborate with Influencers and Use Social Proof

In MENA, influencer marketing drives serious traction.

• Partner with regional voices your audience trusts.

• Run live unboxing or “best White Friday deals” sessions on Instagram or TikTok.

• Encourage customers to share their purchases — social proof fuels more conversions.

Example: Noon’s influencer-led “#NoonWhiteFriday” challenge in the UAE boosted app downloads by 35% in one week.

7. Retarget Post-Sale Audiences

Your relationship doesn’t end on Sunday.

Post-sale retention is where long-term ROI lies.

Set up automated journeys for:

• Cross-sell/upsell: Recommend complementary items.

• Loyalty programs: Offer bonus points for repeat purchases.

• Feedback: Ask for reviews and testimonials.

Example: A leading UAE electronics brand ran a post-White Friday retention campaign that boosted repeat purchases by 18% using personalized product recommendations through Netcore Cloud.

White Friday Marketing Best Practices: Dos and Don’ts

Here’s your quick cheat sheet for success:

Dos

• Localize content — use Arabic + English.
• Test site speed before launch.
• Enable flexible payments (BNPL, card, COD).
• Keep designs mobile-first and visually engaging.

Don’ts

• Don’t discount too deeply — protect your margins.
• Don’t ignore retention — post-sale engagement is key.
• Don’t run generic campaigns — personalization wins.

Case Study Spotlight: Amazon White Friday Sale

When Amazon MENA took the White Friday concept mainstream, it redefined the region’s retail landscape.

Each year, the Amazon White Friday Sale attracts millions of shoppers from the UAE, KSA, and Egypt, featuring thousands of white friday offers across every category imaginable.

Their winning formula:

• Localized UX: Dual-language landing pages for Arabic and English.

• Personalization: AI-driven deal recommendations.

• Retention loops: Post-purchase upsells and push reminders.

Amazon’s approach proves one thing — the most successful White Friday campaigns combine cultural understanding with intelligent automation.

Future Trends: The Next Era of White Friday Marketing

The 2025 White Friday season is poised to be the most tech-driven yet.

Expect these trends:

• AI-powered personalization: Every shopper gets a unique experience.

• Conversational commerce: WhatsApp and chatbots drive assisted buying.

• Omnichannel orchestration: Seamless engagement across touchpoints.

• Sustainability offers: “Green” deals and recycled packaging gain traction.

And the real differentiator? Data-led marketing automation — something platforms like Netcore Cloud specialize in.

By using predictive segmentation and AI-driven messaging, brands can not only dominate White Friday but also sustain engagement far beyond it.

Conclusion: Turning White Friday Into a Year-Round Growth Engine

White Friday isn’t just about flash sales — it’s about lasting impressions.

In a region where digital adoption is exploding, this single week offers marketers a golden opportunity to build loyalty, gather insights, and scale revenue intelligently.

If you’re preparing for your next white friday sale, remember this:

• Start early.

• Personalize deeply.

• Automate everything.

The Middle East’s biggest shopping event rewards brands that plan smarter, not just spend bigger.

With Netcore Cloud’s AI-powered marketing automation, you can:

• Predict purchase intent

• Automate omnichannel engagement

• Deliver real-time personalization at scale

White Friday is your stage — now it’s time to own the spotlight.