Extended discounts dilute Kuwait’s ‘White Friday’ impact
Year-round offers weaken sales momentum in Kuwait as early promotions overshadow consumer behavior
“White Friday” is traditionally one of the most significant shopping events globally and in Kuwait, with hundreds of stores and e-commerce platforms offering substantial discounts to attract consumers.
Despite expectations of a surge in purchasing driven by the growth of online retail and expanding competition, market activity in Kuwait last Friday appeared more modest than anticipated. Consumers showed more conservative spending, as many families adhered to stricter budgets and relied on earlier discounts that had already met their needs.
The muted performance stemmed largely from a shift in retail behavior. Over recent months, many brands launched extended promotions well before White Friday, transforming what was once a one-day event into a months-long sales cycle, reports Al-Rai daily.
This approach diluted the excitement and urgency typically associated with the occasion. Some retailers even offered stronger discounts earlier than those advertised for White Friday, prompting consumers to shop in advance rather than wait for the global sales day.
Key sectors — clothing, food, automotive, and electronics — played a major role in reshaping consumer habits. Clothing and footwear retailers ran aggressive 50–70% discounts early, while cooperative societies offered strong price cuts on essential goods ahead of the event.
Car dealerships launched unprecedented campaigns, including zero-interest offers and enhanced installment plans, attracting buyers long before White Friday. Electronics retailers also pushed large promotions in mid-November, driving demand earlier than usual.
Consumer behavior has evolved alongside digital tools that make price comparison easier than ever. Shopping apps, online marketplaces, and social media pages specializing in deals kept shoppers engaged for weeks with campaigns such as “White Week,” “November Offers,” and “Shop Now, Receive Later.”
As a result, White Friday lost much of its exclusivity, becoming just another day within a month of continuous discounts.
Industry experts echoed this sentiment. Omar Al-Qadi of Al-Mutawa & Al-Qadi Motors said companies strategically extended discount periods to achieve annual sales goals, reducing reliance on one major shopping day.
He added that intense sector competition pushed brands to spread offers throughout the year, especially when trying to clear older inventory or promote new models.
Waleed Al-Shuraian, CEO of Mabanee Company, noted that this year’s discount season stretched from early November, boosting visitor traffic across The Avenues and contributing to record retail performance.
He forecasts even stronger years ahead for Kuwait’s tourism and retail sector, supported by improved infrastructure and easier visa procedures.
The Avenues recorded more than 23% growth in visitor rates during the first 11 months of 2025, the highest in its history — further evidence that consumer shopping habits are evolving away from single-day events toward extended promotional seasons.
