Saudi National Day shopping is becoming a weeks-long journey, with consumers increasingly turning to Snapchat for inspiration, recommendations and ideas well before the celebration itself.
New insights from Snap Inc. show that 94% of Saudi consumers shop or intend to shop during the Saudi National Day season. Among Snapchat users, that figure rises to 96%.
The findings suggest that brands have an opportunity to connect with consumers well before September 23, as planning, conversations and purchasing decisions begin weeks ahead of the celebration.
Early Inspiration Drives Shopping Decisions
According to Snap, 75% of Snapchatters say seeing brand content early helps them plan and find inspiration for Saudi National Day.
Engagement on the platform also increases during the season. During previous Saudi National Day celebrations, Lens Shares rose by 604%, while Swipe-Ups increased by 148% year on year. Purchases also grew by 56%.
The data highlights how Saudi National Day has evolved from a single-day celebration into an extended period of planning, discovery and shopping.
Friends and Family Influence What People Buy
Personal recommendations are also playing a major role in purchasing decisions.
Snap found that 62% of Snapchatters consider recommendations from friends and family the biggest influence on what they buy. They are also 1.3 times more likely than non-Snapchatters to be influenced by trusted relationships.
This makes conversations within close social circles an important part of the consumer journey, as recommendations can quickly turn into purchasing decisions.
Brands Are Starting Earlier
The extended shopping journey also gives brands more time to engage with consumers.
During last year’s Saudi National Day campaign, Bath & Body Works combined creators with augmented reality experiences to reach more than 8.15 million people. The campaign also increased the brand’s Snapchat following by 50% and delivered an 11-point increase in action intent.
Snap says the results demonstrate the potential of combining culturally relevant content, creators and interactive experiences to engage audiences during the National Day season.
Georges Odeimi, Head of Sales Verticals at Snap Inc. UAE, said the important question for brands is not simply whether consumers shop for Saudi National Day, but when those decisions begin.
He highlighted early inspiration, conversations and recommendations as key factors shaping consumer behaviour and encouraged brands to provide value and experiences that audiences want to engage with.
Saudi National Day Becomes a Longer Consumer Journey
The latest findings point to a shift in how brands can approach Saudi National Day. Rather than treating it as a one-day marketing opportunity, companies can engage consumers throughout the weeks leading up to the celebration.
With early planning, trusted recommendations and culturally relevant experiences influencing purchasing decisions, Snapchat is positioning itself as an important platform for brands looking to connect with Saudi consumers throughout the National Day shopping journey.
