White Friday is the new Black Friday and Souq.com is planning some big sales this year

Published November 12th, 2015 - 08:39 GMT

Dubai-based e-commerce site Souq.com plans to offer up to one million products on sale during its upcoming White Friday event, the company has revealed.

The sale will take place from November 25- 28, with the first day deals only featuring on the Souq app. The app, specifically created for White Friday, will also have exclusive 24-hour sales in the run-up to the event.

“We saw very strong electronic sales during white Friday 2014, with lower cost smartphones leading the charge, especially in Saudi Arabia. We find that electronics are a great entry point for consumers into online shopping, but once they get their feet wet, they becoming more adventurous with their category choices,” the company said in a statement.

“This year, we anticipate that White Friday will be twice as big as it was last year, as we are introducing a much broader category range for our deals,” it added.

The White Friday sale, launched by Souq last year in line with the tradition Western Black Friday sale, saw a total of 285,000 units sold during a 24-hour period on the site in 2014. On average, Souq sold two items per second.

In terms of visits, Souq recorded six times its normal traffic on the day of the sale.

Some of the top items bought were mobile phones and other electronics items, with Apple topping the brands by value and Samsung by unit sales.

This year, Souq hopes to attract more customers by partnering with new brands such as Procter and Gamble, Pepsi, Nestle and Scholl.

Souq’s sale comes even as Chinese e-commerce site Alibaba recorded a bumper year at its annual Singles' Day sale on Wednesday.

The site beat all its previous records, selling merchandise worth up to $14.3bn - up 60 per cent on last year.

Meanwhile the upcoming Black Friday sale is predicted to reach $1.7bn online this year.

Overall, e-commerce sales are predicted to hit record numbers in 2015, growing 11 per cent over last year to reach $83bn in sales globally.

“E-commerce is rapidly evolving in the Middle East and has grown tremendously over the last decade. The United Arab Emirates and Saudi Arabia are leading the e-commerce sales growth within the region and consumer electronics is the biggest industry vertical amongst this followed by fashion and home electronics,” Souq said.

It also stressed that m-commerce was growing even more rapidly, with 50 per cent of Souq’s sales now taking place through mobile.

The global mobile payment market is expected to increase by 40 per cent to reach $507bn next year.


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