【YouGov】2024年迪拜购物节消费者研究报告消费者行为与偏好洞察

YouGov

UNITEDARABEMIATES

DubaiShopping

Festivalconsumerreport2024

ExploringthehabitsandpreferencesofDubaiShoppingFestivalshoppersintheUAE.

Livingconsumerintelligence|/business

2DubaiShoppingFestivalconsumerreport2024YouGov

Contents

1Foreword

2Reporttakeaways

3DubaiShoppingFestival

consumerinsights

DubaiShoppingFestival

4brandbuzzrankings

5Methodology

3DubaiShoppingFestivalconsumerreport2024YouGov

66TheDubaiShoppingFestival(DSF)isoneofthemosthighlyanticipatedeventsinthe

UAE,drivingconsumerspendingandshapingretailtrendsyearafteryear.Thisyear,61%ofresidentssaytheyarelikelyorverylikelytoshop,highlightingthefestival'sstrongappealanditsimpactonthelocaleconomy.

Inthisreport,wediveintothelatestshopperinsights,revealingwhoDSFshoppers

are,whatthey'repurchasing,theinfluenceofsocialmediaontheirdecisions,andwhichbrandsstoodoutduringlastyear'smegasaleseason.Thefindingsprovideaclearviewofconsumerbehaviorduringthiskeyshoppingperiod.

DeepaBhatia

GeneralManager,IndiaandMENA

Getintouch

Runasurvey

Exploreoursolutions

4DubaiShoppingFestivalconsumerreport2024YouGov

Reporttakeaways

1.Massappeal:DubaiShoppingFestivalisahugeretaileventintheUnitedArabEmirates,with61%makingapurchaseduringthemegasaleevent.

2.Anappetitetospend:74%ofDubaiShoppingFestivalshoppersexpecttospendthesameormorethisyearduringmegasaleevents.

3.Categoriesofchoice:ClothingleadsthewayasthetoppurchasechoiceamongDubaiShoppingFestival

shoppersoverall.Accessoriesandgiftssignificantly

overindexamongfemaleshoppersincomparisonto

maleshoppers,whileshoppersaged35+aremorelikelytobuyclothingandgiftsduringmegasaleeventsthanthoseaged18-34.

4.Thepowerofsocial:SocialmediaistheleadingsourceofawarenessamongallDubaiShoppingFestival

shoppers-with73%thoseaged35+citingsocialmediaastheplatformmostlikelytonoticemegasaleevents.

5DubaiShoppingFestivalconsumerreport2024YouGov

Unparalleled

insightsinto

whattheworldthinks

Ourextensive,ever-growingsourceofconnected,livingdataequipsyouwitharichunderstandingofyourcustomers'complexlives.Understandwhat27+millionregisteredpanelmembersinover55marketsarethinking,andharnessreal-timedataforsmarter,evidence-baseddecisionswithoursuiteofproducts.

Exploreoursolutions

e-shopper

Podcastlistener

Samsunguser

25-34×

Artist×

Dogowner

Dubai

Nightowl

Gamer

Vegan

Comedy

6

YouGoy

DubaiShoppingFestivalconsumerreport2024

DubaiShoppingFestivalconsumerinsights

ExploringtheconsumertrendsofUAEconsumerslikelytomakepurchasesduringtheDubaiShoppingFestival.

7DubaiShoppingFestivalconsumerreport2024YouGov

Two-thirdsofUAEresidents

typicallyspend

duringDubai

ShoppingFestival

61%ofpeoplewholiveintheUAEarelikelyorverylikelytomakeapurchaseduringtheDubaiShoppingFestival.

Getintouch

PercentageofUAEresidentslikelytomakeapurchaseduringeachmegasaleevent:

61%

Valentine'sDayCyberMonday

DubaiSummerSurprise

Black

Friday

Dubai

Shopping

Festival

AmazonPrimeDay

YouGovSurveys,July12-July30,2024.UAE:n>1,000

Resultscombineanswers:Somewhatlikelyandverylikelytomakeapurchase.

YouGov

74%ofDubaiShoppingFestival

shoppersexpecttospendthesameormorethisyear

38%expecttospendthesameaslastyear,33%expecttospendmore.

Howmuchwillyouspendthisyearduringmegasaleevents,suchasDubaiShoppingFestival?

38%

33%

16%

13%

SameaslastyearMorethanlastyearLessthanlastyearDon'tknow/NA

YouGovSurveys,July12-July30,2024.UAE:n>600

Targetgroup:SomewhatlikelyorverylikelytomakeapurchaseduringDubaiShoppingFestival

YouGov

YouGovSurveys,July12-July30,2024.UAE:n>600

Targetgroup:SomewhatlikelyorverylikelytomakeapurchaseduringDubaiShoppingFestival

Clothingand

accessoriesleadthewayastop

purchasetypesamongshoppers

69%ofUAEresidentswhoarelikelytomakeapurchaseduringDubaiShoppingFestivalsaidtheyusuallybuyclothingduringmegasale

events,followedby57%whobuyaccessories,and46%whobuygifts.

Getintouch

WhatdoyouusuallybuyduringmegaShoppingFestival?

Clothing

Accessories(e.g.,shoes,bags,jewelry,etc.)Gifts

Cosmetic/beautyproducts TechproductsHouseholdappliancesHouseholdfurniture

ToysSportinggoods

Travel(e.g.,flights,hotels,etc.)Noneoftheabove

saleeventssuchastheDubai

57%

46%

45%

44%

38%

32%

27%

24%

22%

2%

69%

10DubaiShoppingFestivalconsumerreport2024

Femaleshoppersaremorelikely

tobuyclothing,accessoriesandCosmetics

DubaiShoppingFestivalshoppersaged35+aremorelikelytobuyclothingandgiftsduringmegasaleeventsthanthoseaged18-34.

Getintouch

Male

66%Clothing

53%Accessories(e.g.,shoes,jewelry,etc.)46%Gifts

45%Techproducts

37%Householdappliances

18-34

63%Clothing

56%Accessories(e.g.,shoes,bags,jewelry,etc.)43%Techproducts

43%GiftsV

41%Cosmetic/beautyproducts

YouGov

Female

Clothing▲75%

Accessories(e.g.,shoes,jewelry,etc.)▲65%Cosmetic/beautyproducts▲62%

Gifts48%

Techproducts42%

35+

Clothing▲73%

Accessories(e.g.,shoes,bags,jewelry,etc.)58%

Gifts▲50%

Cosmetic/beautyproducts48%Techproducts45%

YouGovSurveys,July12-July30,2024.UAE:n>200

Question:WhatdoyouusuallybuyduringmegasaleseventssuchasDubaiShoppingFestival?Targetgroup:SomewhatlikelyorverylikelytomakeapurchaseduringDubaiShoppingFestival.

▲/V:Highlightsstatisticallysignificantdifferencesbetweencomparisongroups

11DubaiShoppingFestivalconsumerreport2024YouGov

AlmosthalfofDubaiShoppingFestivalshoppers

agreetheydomostoftheirholidayshoppingduring

megasaleevents.

44%

purchaseinthehopesthatitwillbeavailableina

megasaleeventoffer."

ofDubaiShoppingFestivalshoppersagree:"Iholdoffonmakinganessential

44%

ofDubaiShopping

Festivalshoppersagree:"Idomostofmygiftorholidayshoppingduringmegasaleevents."

YouGovSurveys,July12-July30,2024.UAE:n>600

Targetgroup:SomewhatlikelyorverylikelytomakeapurchaseduringDubaiShoppingFestival.

36%

ofDubaiShoppingFestivalshoppersagree:"Iholdoffonmakingaluxury

purchaseinthehopesthatitwillbeavailableina

megasaleeventoffer."

12DubaiShoppingFestivalconsumerreport2024YouGov

SocialmediaisthetopsourceofawarenessamongDubaiShoppingFestivalshoppers

Socialmediaplaysaparticularlystrongroleindrivingawarenessamongnoticemegasaleeventsonthischannel.

WhereareyoumostlikelytonoticemegasaleeventssuchasBlackFridayandCyberMonday?

Socialmedia69%

Onlineshoppingwebsites52%

Onlineadvertisements51%

Wordofmouth35%

Retailerwebsite/apps29%

TVadvertisements29%

Emailnewsletters25%

Flyersandadvertisements24%

Pop-upkiosksatthemall16%

thoseaged35+,with73%statingtheyarelikelyto

18-34

SocialmediaV

OnlineshoppingwebsitesOnlineadvertisements

TVadvertisements▲Wordofmouth

65%

51%

46%

33%

29%

35+

SocialMedia

Onlineadvertisements▲OnlineshoppingwebsitesWordofmouth▲

Retailerwebsite/apps▲

73%

56%

52%

40%

34%

Getintouch

YouGovSurveys,July12-July30,2024.UAE:n>290

Targetgroup:SomewhatlikelyorverylikelytomakeapurchaseduringDubaiShoppingFestival.△/V:Highlightsstatisticallysignificantdifferencesbetween

comparisongroups.

13DubaiShoppingFestivalconsumerreport2024YouGov

WhichbrandsgeneratedthemostbuzzaheadofDubai

ShoppingFestival2023?

Aheadof2024,welookbackatthebrandsthatdrovethe

highestbuzzbetweenNovemberandDecemberlastyear.

14DubaiShoppingFestivalconsumerreport2024YouGov

Topbuzz-drivingapparelandsportswearbrandsduringDubaiShoppingFestival2023

Rank

Brandname

Netbuzzscore

1

Adidas

48.1

2

Nike

44.2

3

Skechers

25.0

4

Puma

24.5

5

H&M

23.0

6

Reebok

22.1

7

UnderArmour

16.9

8

NewBalance

13.9

9

10

AmericanEagleFila

13.2

11.9

YouGovBrandindex,1SstDecember2023to31stJan2024,rankedbasedonnetbuzzscore,n>1,400

Question:"Overthepasttwoweeks,whichoftheflowingbrandshaveyouheardsomethingpositive/negativeabout(whetherinthenews,throughExplorebrandtrackingadvertising,ortalkingtofriendsandfamily)?"

15DubaiShoppingFestivalconsumerreport2024YouGov

Topbuzz-drivingconsumerelectronics&appliancebrandsduringDubaiShoppingFestival2023

Rank

Brandname

Netbuzzscore

1

Samsung

52.1

2

Apple

47.6

3

Microsoft

25.4

4

Sony

23.6

5

Huawei

22.5

6

LG

22.4

7

Panasonic

19.4

8

Lenovo

18.9

9

PlayStation

18.0

10

Philips

17.7

YouGovBrandindex,1stDecember2023to315tJan2023,rankedbasedonnetbuzzscore,n>1,400

Question:"Overthepasttwoweeks,whichoftheflowingbrandshaveyouheardsomethingpositive/negativeabout(whetherinthenews,Explorebrandtracking

throughadvertising,ortalkingtofriendsandfamily)?"

16DubaiShoppingFestivalconsumerreport2024YouGov

Topbuzz-drivingbeautybrandsduringDubaiShoppingFestival2023

Rank

Brandname

Netbuzzscore

1

DiorBeauty

27.1

2

GucciBeauty

26.3

3

ChanelBeauty

23.1

4

MACBeauty

23.0

5

HudaBeauty

19.2

6

ArmaniBeauty

18.2

7

YSLBeauty

10.0

8

HermèsBeauty

9.6

9

10

LancômeBeautyLOccitaneBeauty

9.5

8.2

YouGovBrandindex,1SstDecember2023to31stJan2023,rankedbasedonnetbuzzscore,n>1,100

Question:"Overthepasttwoweeks,whichoftheflowingbrandshaveyouheardsomethingpositive/negativeabout(whetherinthenews,throughExplorebrandtrackingadvertising,ortalkingtofriendsandfamily)?"

17DubaiShoppingFestivalconsumerreport2024YouGov

Builda

completepictureOTyOurbrand

GainadeepunderstandingofyourbrandhealthandperformanceagainsttopcompetitorsinyourindustrywithYouGov'sbrandandcampaigntrackingsolutions.

Trackkeymetrics,measurecampaigneffectiveness,andaccessreal-timeinsightsintowhatpeoplethink,feel,andsayaboutyourbrand.

Explorebrandtracking

Advertisingawareness

380os

soA202318/0C/202318/a/2023

oo42023o⁴C⁴20230704202310042023

PERO⁰

Genz

among

YourbrandCompetitor1Yourbrand

Metrics

Advertising

awareness

18DubaiShoppingFestivalconsumerreport2024YouGov

Methodology

TheinsightsinthisreporthavebeensourcedviaYouGovSurveys:ServicedandYouGovBrandindex.

TheDubaiShoppingFestivalconsumerinsightsinthisreportweresourcedviaYouGovSurveys:Serviced-providingrapidanswersfromtherightaudience.

Themulti-regionsurveywasconductedfromJuly12,2024,toJuly30,2024,with1005UAErespondents.

ThebrandbuzzrankingsinthisreportaresourcedfromYouGov'salways-onbrandtracker,YouGovBrandlndex.

Buzzscoresarebasedonrespondents'answerstothefollowingquestion:"Overthepasttwoweeks,whichofthefollowingbrandshaveyouheardsomethingpositive/negativeabout(whetherinthenews,throughadvertising,ortalking