What is Concept and Advantage of White Friday and Black Friday in E-commerce

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 Black Friday, the biggest spike of the year, happens in the third week of November in the US, and White Friday is the Middle Eastern equivalent of Black Friday. An annual shopping event takes place in the final days of November. Both are not just one-day meal; the customers are offered sales, discounts, and amazing deals on the products throughout the week or two.

The largest e-commerce site in UAE, Souq, introduced White Friday in the year 2014. The CEO and co-founder of the Souq, Ronaldo Mouchawar, got inspired by the US's black Friday sale phenomenon. After witnessing Americans going crazy on the deals and discounts, he wanted to try the wild sale event in his region through his e-commerce company. 

In the US tradition, the Black Friday sales associate with Thanksgiving Day, and discounts and deals on the products typically run throughout the weekend. That could not be the same in the Middle East. Black is the color associated with something tragic and a sad event in UAE, and Friday is considered a weekend and a sacred day of worship in Islam. The name Black Friday seems culturally sensitive to imply in the Middle East. In contrast, the color white represents goodness and sanctity; the slight alterations in the expression happened to create positivity in Middle Easterners.

White Friday in UAE is similar to Black Friday in the United States. The celebration always starts on Friday, following Thanksgiving, which is the last Thursday in November. The White Friday celebration started in very few gulf countries like Saudi Arabia, Kuwait, and UAE. It expanded to Oman, Qatar, and Egypt. A country like Pakistan has also adopted the concept of White Friday. In 2016, Souq.com alone sold 600,000 items and hit double that in the year 2018 and 2019. 

White Friday sales in the Gulf countries happen both online and in classic brick and mortar stores. Companies in the Middle East incentivize the use of credit cards and online money transfers with extra discounts. Some offer 0% interest and even a monthly installment option. The price pool games like merchandise, gift cards, coupons to travel, or large price offers on electronics happens during the sale, online and instore. 

Long story short, White Friday, an inspired celebration that evolved into a genuinely Middle Eastern tradition, is a day when the Middle Easterners can make their friends, family, or one's-self something special.

Location: Germany

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