MENA consumers are embracing Halloween
Halloween (celebrated on October 31) is an emerging micro moment in the Middle East and North Africa (MENA), Google indicates. The first celebration that consumers start exploring at the start of the three-month long Black Friday shopping extravaganza.
Google has seen a 26% year-on-year increase in search interest for “Halloween” across the region. The Kingdom of Saudi Arabia that embraced Halloween for the first-time last year is seeing 40% growth year-on-year.
50% Y-o-Y rise in search interest for themed costumes
Google is seeing a 50% year-on-year and 60% month-on-month increase in search interest for broad “costumes” and “costume ideas” categories. Search interest for “Squid Game costume” and “Cruella costume” crept up 900% and 215%, respectively year-on-year, likely on the back of those 2021 movie and show releases. Search interest for Halloween classics such as “witch costume” and “pirate costume” rose 85% and 70% year-on-year. While “makeup for Halloween” clawed its way up 365%, with “Halloween dress” rising 125%. Search interest for “kids costumes” has increased by 135% year-on-year.
205% Y-o-Y spike in search for candies
“Candies” saw a year-on-year spike in search interest of 205% across the region, with “Halloween candy” at 165%. And “candy corn” is a growing favourite, with search interest rising 150%. Regional shoppers are super specific about the type of treats they want. Search interest for terms containing “chocolate” received over 11X more interest than “candy” in Saudi Arabia from October to November last year and 2X more interest in the UAE.
110% Y-o-Y rise in trick or treat search
Search interest for “trick or treat” came knocking with a 110% increase year-on-year. “Halloween party” saw search interest grow by 80% year-on-year, with “Halloween decoration” up 245%. “Pumpkin carving” is also popular with search interest sharp at 255%.
Watsons to open 20 new stores in the GCC
In 2020, global health & beauty retailer AS Watson Group signed its
April 29, 2024 | By Rupkatha BAsda and Deliverect Deepen Partnership to Power Rapid Delivery Across Asda Express
SQUATWOLF’s Kuwait Flagship Store Anchors Its Regional Growth Ambitions
Global beauty icon Ulta Beauty to make Riyadh debut at Panorama Mall
/ 
For decades, Haldiram’s built deep recall across the UAE through its packaged
When House of Habanero opened its first physical location at Alserkal Avenue
Union Coop has completed a significant expansion of its Hatta Souq branch,
Saudi Arabia is set to welcome U.S. food exporters this week, as
Majid Al Futtaim has officially entered the discount retail segment with the
As convenience increasingly becomes currency in the region’s grocery landscape, Union Coop
As wellness becomes a lifestyle in the UAE, the grocery aisle is
Grandiose, one of the leading grocery retailers in the UAE with a
With shifting consumer behaviour, rising cost pressures, regulatory changes, and rapid digitization,
Union Coop’s blend of retail expansion, digital innovation, and community focus is
Abu Dhabi-based MAIR Group has marked a pivotal stage in its transformation
In a move that blurs the line between shopping and investing, Apparel
/ 
Saudi Arabia’s retail sector is rapidly transforming under Vision 2030. E-commerce, brick-and-mortar
At the heart of retail lies the consumer, Deloitte pointed out while
The GCC retail industry is projected to grow at a compound annual
The retail landscape in the Middle East is undergoing a seismic shift,
Akshay Jayaprakasan, Associate partner, REDSEER in his research presentation at the Internet
In an exclusive interview Krishna Dhanak, Managing Director, Alpen Capital shared insights
A Tabby survey indicates that 82% of shoppers find online shopping frustrating.
Adgild Hop, Market Lead, Partner Retail for Deloitte took to stage at
Previous Article
