By Staff Reporter
With UAE e-commerce projected to reach $12.8 billion by 2029, the upcoming peak retail season is expected to bring another surge in shopping activity, with Gen Z standing out as one the most dynamic consumer groups in the region.
Flowwow, the global gifting marketplace, reports that young adults aged 25-34 account 46% of the gifting sector, driven by greater spending power and purchases frequency. Gen Z consumers aged 18-25 gift more than seven times a year, weaving emotional rather than occasional gifting into their everyday lives. These insights are based on Flowwow’s online survey of 1500 UAE respondents in August 2025.
Once centred on discounts, the high sales season — spanning Diwali, Halloween, 11.11, White Friday, Dubai Shopping Festival, and Festive Season — is now evolving into a cultural celebration shaped by everyday emotions, family connections, and social media trends. In 2024, Flowwow recorded a 21% rise in October compared to September and +77% in November compared to October, showing how the extended retail calendar from October to December influences consumer behaviour.
Survey insights: young adults aged 25-34 form core of the gifting sector
The UAE gifting market is expected to grow at a CAGR of 14.7% by 2029, underlining its growing role in consumer spending. According to the Flowwow survey, young adults aged 25–34 (46%) are the main drivers of this growth. They combine rising spending power with tech-savvy consumer behaviour and tend to consider gifting to be convenient, quick and mobile-friendly. In this regard, affordability remains a key factor with the potential to increase frequency: 53% of respondents typically choose gifts priced up to 100 AED per gift, and 35% spend between 100–250 AED. On average, respondents in Abu Dhabi tend to choose more expensive presents than those in Dubai.
One more key finding is that gifting in the UAE is largely driven by daily-life emotions and family ties. While birthdays remain the leading reason for gifting, «I love you» occasion is the second most common (11%), ranking ahead of more formal and scheduled events. Most UAE residents order gifts for their loved ones — partners (39%), friends (35%) and family (30%) — reflecting the strong cultural emphasis on sharing meaningful moments.
Slava Bogdan, CEO of Flowwow, comments:
In the UAE, gifting is not confined to the calendar or even birthdays. Whether it’s «I love you», or «thank you» gifts, people turn to gifting as a way of expressing emotions in daily life. At Flowwow, we see this shift as proof that convenience must serve beyond speed to the depth of personal connection.
Gen Z shaping new gifting habits — 58% make it a part of their daily life
While young adults aged 25-34 are the main market force today, Gen Z (13-28) is the next cohort set to redefine gifting and shopping behaviour in the UAE. Their consumer power is already growing: in 2024 Gen Z accounted for 23% of total spending in the Middle East and North Africa, and their influence will continue to rise.
Unlike millennials, who remain responsive to price triggers, Gen Z is driven by self-expression, personalisation, and emotional connection. In gifting, their choices are less about discounts, utility, and usefulness, and more about identity and meaning.
Flowwow’s survey shows that:
● 90% see gifts as a sign of attention
● 58% give gifts more than seven times a year
● AED 390 is an average price spent on a single gift
Inspiration to this group comes from social media trends that add emotion to the act of gifting. It appears in a greater reliance on influencers and a willingness to pay more for authentic and locally produced items, underlining the importance of cultural and emotional context in their shopping journey.
Both Millennials and Gen Z are setting the tone for the upcoming peak retail season, but also the future of the gifting industry through their habits. For the $48.6 billion UAE digital gifting market and retailers, it is crucial to be able to deeply understand what drives both groups: from affordability and everyday emotions to personalisation and cultural relevance.
Source: Flowwow
