Flowwow, a UAE-based gifting marketplace, and Admitad, a partnership marketing platform, have unveiled key insights into Valentine’s Day market trends in the MENA region based on online sales data from February 12-15, 2024.
The findings highlight a remarkable 37% increase in mobile shopping and an extraordinary 550% surge in flower sales, solidifying Valentine’s Day as one of the most significant shopping events for Middle Eastern consumers.
The report reveals that the UAE, Kuwait, and Saudi Arabia stand out as top spenders on Valentine’s Day gifts in the region. Kuwait leads with an average order value (AOV) of $126, followed by the UAE at $95. Qatar ($74), Egypt ($57), and Saudi Arabia ($49) also demonstrated substantial spending, emphasizing the regional importance of the occasion. These figures underscore the growing trend of gift-giving during Valentine’s Day across the MENA region.
Flower Market Boom: Gift Favourites for Valentine’s Day
Valentine’s Day continues to dominate as the largest driver of flower sales, with purchases skyrocketing by 550% and revenue increasing by 635% compared to an average month, according to Flowwow. Flowers remain the most sought-after Valentine’s gift category, accounting for 93% of total purchases, underscoring the deeply ingrained traditions and gift-giving culture of the Emirates and the wider MENA region.
In 2024, large bouquets in shades of red (35%), pink (30%), and white (17%), featuring classic and peony roses, emerged as top choices among UAE customers. Luxurious bouquets with 101 or 109 roses have become bestsellers, especially for significant occasions like Valentine’s Day. The average order value for these flower bouquets in the UAE was 275 AED ($74.8).
The UAE and MENA region’s cultural emphasis on expressing love through meaningful gestures is reflected in these numbers. Slava Bogdan, CEO of Flowwow, remarked:
“At Flowwow, we are proud to support this tradition by delivering joy and connecting people, regardless of distance. This Valentine’s Day, we anticipate a 15% increase in overall gifting sales, with a notable 10% rise in confectionery sales. As long as people love, the gifting industry will thrive, particularly on occasions like Valentine’s Day, where expressions of affection matter most.”
Valentine’s Day currently ranks as a top search term on Google Trends across the UAE and MENA region as customers prepare gifts for their loved ones. Globally, Valentine’s Day spending is expected to reach a record $27.5 billion this year, according to the National Retail Federation. The MENA region mirrors this trend with significant growth in confectionery and bakery items, which are becoming increasingly popular alongside flowers. Globally, candies make up 56% of Valentine’s gift purchases.
Apart from flowers, other popular Valentine’s Day gifts in the region include teddy bears, chocolates, chocolate-covered strawberries, red heart-shaped balloons, and intricate floral arrangements. Many UAE customers also gravitate toward unique blooms like violet tulips, colorful roses, blue hydrangeas, orchids, and peony tulips, showcasing the growing diversity in gift preferences.
Mobile Love: Over 37% of Purchases Made via Smartphones
Mobile shopping continues to gain traction in the MENA region, with over 37% of Valentine’s Day sales in 2024 conducted via mobile devices. In Saudi Arabia, more than half of all orders were placed through mobile platforms, while the UAE saw 41% of purchases made via smartphones. According to experts at Flowwow and Admitad, this trend is set to grow, with mobile purchases for Valentine’s gifts expected to increase by an additional 3% in 2025.
However, Valentine’s Day sales in the region have experienced a slight decline in popularity. Total sales during the 2024 Valentine’s week dropped by 5% compared to the previous year, signaling a shift in consumer behavior.
“Consumers have been less active in making Valentine’s Day purchases compared to other occasions like Ramadan,”
said Anna Gidirim, CEO of Admitad. She added,
“This situation is expected to improve with the overall growth of e-commerce in the region, which is projected to see a 5% increase in the total number of orders by the end of 2025.”
Despite the slight dip in Valentine’s Day sales, the region’s growing adoption of mobile shopping and the steady expansion of e-commerce suggests a promising outlook for future shopping events.
Rising Holiday Trends: More Gifts for Men, and Gen-Z Gamers Join the Celebration
In 2024, fashion (20%), home & garden (18.5%), and electronics (17.5%) emerged as the top Valentine’s Day gift categories in the MENA region, followed by beauty (9%), car products (7%), and tools (6%). In the UAE, fashion led at 25%, with electronics (18.5%) and home & garden (15.5%) also popular, while beauty products made up 12% of purchases. Demand in these categories grew in 2024 and is expected to rise by 9% for fashion and electronics in 2025.
Saudi Arabia saw an unexpected trend with men receiving more gifts than ever, particularly in categories like sports gear, tools, and car accessories, which experienced the highest growth. Car accessories and electronics accounted for 20% of purchases for men, while gifts for young mothers made up 9% of sales.
Generation Z is shifting toward digital gifting, with a 32% increase in sales of video game items like CS:GO skins and DOTA 2 Arcanas, reflecting the growing influence of gaming culture on gift-giving.
These trends highlight a mix of traditional and emerging preferences across the region, showcasing evolving Valentine’s gifting habits.
Love is International: Top Languages To Express Love in the UAE
The UAE's multicultural spirit shines brightly on Valentine’s Day, with greetings written in over 25 languages. English (74.3%) and Arabic (18.4%) dominate the postcards, while Russian (2.2%), French (1.9%), Spanish (1.2%), German (1%), Hindi (1%), and Filipino (1%) also feature prominently, reflecting the nation’s diverse expat communities. In 2024, heartfelt phrases like “love” (359 mentions), “love you” (173 mentions), “forever” (28 mentions), and “Habibi” (37 mentions) showcased the cultural influence and universal language of love.
Valentine’s Day in the MENA region is poised for continued growth in online gifting, with mobile purchases, luxury gifts, and floral arrangements leading the way. As preferences evolve, demand for a broader range of gifts—from flowers to fashion and gaming items—is expected to rise in 2025. The UAE and Saudi Arabia remain leaders in this shift, reflecting the region’s deep-rooted tradition of love and giving.
News Source: Flowwow
