The Back to School season has driven an 18% increase in online orders in the UAE compared to last year, according to a recent study.
Conducted by Flowwow, a UAE-based global gifting marketplace, and Admitad, a performance marketing company, the research analyzed over 1.3 million online orders across the Middle East and North Africa (Mena) during July, August, and early September of 2024 and 2025.
Gross merchandise value (GMV) increased by 22%, while the average order value (AOV) rose from $98 to $115, indicating higher household spending, inflation, and digital adoption.
With Dubai International Airport (DXB) anticipating over 3.6 million travelers during the Back to School period from August 13-25, retailers are gearing up for a record season.
From 2023 to 2024, UAE online orders grew 15% year-on-year, with GMV up 23%, and average basket size increased from $79 to $96. Mobile shopping also surged, with purchases via smartphones rising from 39% in 2023 to 47% in 2025, illustrating families’ mobile-first tendencies and preference for efficient, bundled shopping.
The busiest shopping period was August 26 – September 1, 2024, right before the new school term. With the 2025 term starting on August 25, experts predict the peak between August 20 and September 1. Summer sales events like DSS boosted orders by 12% in 2024, but families still make a final surge with a value-focused approach.
In the UAE, fashion led Back to School online purchases at 27%, followed by electronics (18%), home and garden (14%), car products (10%), and toys & hobbies (8%). Despite fashion’s dominance, 1.5% of all e-commerce orders were in the “gifts & flowers” category, highlighting the emotional aspect of the season.
On Flowwow’s platform, Back to School gift orders grew 126% year-on-year, with GMV up 154% across the Emirates. Artisan flower bouquets were the fastest-growing category (+145%), followed by gift bundles (+137%), bakery (+124%), and gift hampers (+96%).
The platform noted a 19% increase in average order value compared to last year, as parents increasingly ordered Back to School gifts for teachers and children, easing the transition into the academic year.
Gifting preferences leaned towards flowers, accounting for 65% of orders, followed by confectionery and bakery (13%), edible strawberry bouquets (6%), balloons (3%), and indoor plants (2%). These were fulfilled by local SMEs, including flower shops and bakeries.
“The Back-to-School season is a key opportunity for small and independent sellers,” said Slava Bogdan, CEO of Flowwow. “Seasonal peaks allow UAE-based SMEs to increase sales, reach new customers, and strengthen community ties. For families, it’s about convenience and supporting local businesses.”
Surge in School-related Categories in UAE
In the UAE, demand for school-related products rose sharply between July and August 2024. Admitad’s data show child goods (+28%) and books (+27%) leading the growth, with sportswear (+25%), stationery (+22%), apparel (+16%), furniture (+15%), and bags (+10%) also seeing double-digit growth. A notable shift was in online education services, which grew over 50%, highlighting parents’ increasing interest in digital learning tools.
Mena: Diverse Consumer Behaviors Across Markets
In the Mena region, electronics (21%) and fashion (19%) dominated Back to School orders, followed by home goods (18%), car products (8%), and beauty and health (6.5%).
Spending patterns varied by country. Kuwait had the highest average order value (AOV) at $124, followed by the UAE at $96 and Jordan at $66, while Saudi Arabia ($49) and Qatar ($46) had more cost-conscious baskets. The regional AOV in Mena was $35, illustrating diverse shopping behaviors and household priorities.
In Saudi Arabia, fashion (24%) and electronics (21%) led online purchases, supported by home & garden (15%), car products (11%), and toys & hobbies (5%). Each market approaches Back-to-School differently, with some focusing on higher-value purchases, while others prioritize affordability and mobile convenience.
“Back to School is now a major retail event in the Mena calendar, second only to Black Friday and Ramadan,” said Anna Gidirim, CEO of Admitad. “Families are reshaping habits, consolidating purchases, shifting to mobile, and balancing value-driven and premium buys.”
Future Outlook
With the GCC student population projected to grow from 14 million to 15.5 million by 2029 at a CAGR of 2.1%, Back to School remains a vital retail period. Analysts foresee growth in online education, school supplies, online gifting, and mobile purchases, as families balance higher costs with long-term educational investments.
