Today's Edition
SARA ALZAABI (ABU DHABI)
This holiday season, smart, mindful, and intentional shopping has been the prevailing trend in the UAE, with consumers determined to get the best value for their money, according to a new study. Another interesting takeaway is the growing role of artificial intelligence as a shopping “companion” that has become a go-to for gift ideas and suggestions.
Before making a purchase, many UAE shoppers actively seek discounts, compare prices across retailers, read reviews, and even explore secondhand options, according to Mastercard’s first Consumer Shopper Snapshot 2025.
The findings are based on a survey conducted by The Harris Poll among more than 4,000 adults across four markets, including over 1,000 respondents in the UAE.
About 80% of UAE consumers cited value for money as the primary factor when choosing gifts. Shopping decisions have also become more strategic, with 89% checking reviews and 88% comparing prices across shops before adding items to their carts.
Discounts play a major role in determining when people shop. Around 82% respond to personalised discount codes; 81% wait for wish-listed items to go on sale; and 79% tend to buy near the end of limited-time promotions, when prices often drop further.
Major sales events remain especially influential, with 74% doing most of their holiday shopping on key sale days, the report found.
Shoppers are also spreading their purchases across multiple channels rather than relying on just one. Physical stores remain a top choice, used by 90% of respondents, while 87% purchase gifts through e-commerce marketplaces.
Resale shopping is gaining momentum, with 71% opting for secondhand items, a figure that rises to 80% among millennials. Social commerce, or buying and selling through social media platforms, is also gaining credibility, with 63% saying they trust it more than they used to.
When it comes to research, 47% watch YouTube or social media reviews and product demos, while 51% say they trust influencer recommendations more than those from friends, the report noted.
This season’s most popular gift categories include speciality foods (44%), fashion accessories (40%), and beauty products (37%).
Consumers are generally feeling positive about gifting and shopping this holiday season, with excitement (64%) and a sense of connection (35%) identified as the top emotions. At the same time, self-gifting remains common, with 65% of shoppers admitting they also buy something for themselves while shopping for others.
Need gift ideas? Ask AI
Artificial intelligence is increasingly stepping in as a shopping sidekick, the report found. More than three in five UAE consumers (61%) use AI during the holiday shopping period, with 57% turning to it for unique and thoughtful gift ideas. About 51% even say they trust AI’s recommendations more than their own judgment about what people might like.
In practical terms, 43% use AI for personalised product suggestions, 41% to find the best deals, and 37% to enhance search functions on retailer websites.
Ahead of the next wave, the most in-demand AI features include quick review summaries (50%), durability estimates (49%), and budget overspend alerts (48%, a figure that jumps to 71% among older consumers).
