Study On Consumer Behaviors Durning Holiday and Festive Seasons

Overview of the Study:

Consumer behavior undergoes notable shifts during holidays and festive seasons, driven by a combination of seasonal, social, and psychological factors. In light of the growing importance of data and analysis in shaping marketing decisions, Steady Pace Consultancy conducted this specialized study to observe and analyze consumer behavior patterns across the Kingdom of Saudi Arabia during key holiday and vacation periods.

This study aims to provide deeper insights into how consumer priorities change, how spending patterns shift, and which product categories see increased demand. It also explores the main factors influencing purchasing decisions, such as promotional offers, the role of digital channels, and cultural and religious considerations.

This report is part of our ongoing efforts to deliver data-driven insights that empower our partners in retail, commerce, and services to make strategic decisions based on a clear understanding of Saudi consumer behavior during these high-impact seasons.

Which Seasons Have the Strongest Impact on Consumer Behavior in Saudi Arabia?

The findings revealed that Ramadan is the most influential season in shaping consumer behavior, with 54% of respondents reporting a significant shift in their spending habits during this period. We believe this is largely due to increased spending on food, gatherings, social traditions, and changes in daily routines and entertainment consumption.

Eid Al-Fitr followed in second place with 19%, as it is strongly associated with purchases of clothing, gifts, and “Eidiya” (monetary gifts), all of which drive a rise in consumer spending. Summer vacation came third at 9%, reflecting spending on travel, leisure, and tourism.

Other seasons such as end-of-year and White Friday promotions (6%), back-to-school season (4%), and National Day (1%) had a relatively smaller impact on spending behavior. However, they still represent valuable marketing opportunities for targeting specific consumer segments—particularly those who are responsive to seasonal deals and promotional events.

Where Does Consumer Spending Increase During Holidays and Festive Seasons?

As part of this study, we also explored the key categories that see increased consumer spending in Saudi Arabia during holidays and vacation periods. The results show that household and family-related purchases top the list, with 43% of respondents indicating this category as their primary area of spending during these times—highlighting its position as a core consumer priority.

Entertainment activities ranked second at 30%, as consumers tend to seek enjoyable experiences outside of their daily routines—ranging from public events and tourist attractions to family-friendly entertainment venues.

Other categories received lower percentages, such as online shopping (16%) and travel and tourism (6%), suggesting that Saudi consumers tend to focus their seasonal spending more on family needs and shared experiences than on personal luxuries or non-essential purchases.

Does Consumer Buying Behavior Change During Holidays Compared to Regular Days?

Consumer responses clearly confirm that purchasing behavior shifts noticeably during holiday seasons. 69% of respondents reported that they tend to "spend more and develop distinct buying habits" during these periods. Another 28% observed a partial change in their behavior, indicating that holidays and vacations have a strong psychological and social influence on purchasing decisions—affecting both the volume and type of purchases.

On the other hand, only 3% stated that their buying habits remain unchanged, reinforcing the notion that seasonal periods are peak consumption moments that deserve focused attention from both businesses and marketers.

What Drives Seasonal Purchase Decisions?

When asked about the most important factors influencing their buying decisions during festive seasons, 34% of respondents cited promotions and discounts as the primary driver. This reflects a strong price sensitivity among consumers, especially during high-spending periods.

Product quality came second at 19%, indicating that consumers are not solely focused on low prices—they seek a balance between quality and cost, particularly given the growing diversity of brands and options in the market.

Personal budget was also a key consideration for 18% of respondents, highlighting that a significant portion of consumers remains mindful of their financial capacity, even during seasons known for increased spending.

Other less influential factors included recommendations from others (13%), advertising (7%), and social media trends and influencers (1–4%). These results suggest that consumers are becoming more discerning and conscious in their decision-making, relying less on external hype and more on value-driven considerations.

How Do Consumers Discover Promotions and Discounts? And Who Influences Their Decisions?

The study revealed that social media platforms have become the primary source for consumers in discovering seasonal offers and new products. 36% of respondents indicated that they rely on these platforms to search for deals, discount codes, and promotions—whether through brand accounts, advertisers, or influencer-driven content.

Recommendations from family and friends followed closely, cited by 35% of participants. This underscores the strong role of trust and social influence in shaping purchase decisions, especially during seasons where shopping and preparations are often made collectively or within families.

Other sources such as outdoor advertising (9%) and influencers specifically (10%) had lower influence, suggesting that traditional advertising alone has become less effective unless integrated into more engaging and interactive channels.

Do Promotional Campaigns Lead Consumers to Spend More Than Planned?

The study clearly shows that promotional campaigns have a strong impact on consumer spending. A significant 66% of respondents reported that they had spent more than they originally planned due to promotions or the festive atmosphere itself. Another 27% said this happens to them occasionally, while only 7% claimed they always stick to their spending plans regardless of external influences.

This highlights that seasonal purchasing decisions are not always driven by necessity—they are often influenced by marketing efforts and the emotional and social context surrounding the occasion.

Apps: The Preferred Seasonal Service Among Consumers

Study results indicate that consumers in Saudi Arabia increasingly turn to digital apps during holidays and festive seasons, especially for food delivery, which topped the list with 32%, followed by online shopping from e-commerce platforms at 28%. This reflects a growing reliance on fast and convenient solutions to meet seasonal needs.

Other notable services include Buy Now, Pay Later options (such as Tabby and Tamara), selected by 15% of participants—suggesting a purchase behavior driven by the desire to delay payment and ease financial pressure during high-spending periods. Entertainment and booking services were also present, though at lower rates, with 13% for event bookings and 12% for hotel and flight reservations.

So, Why Do Consumers Prefer Shopping Through Apps During These Seasons?

When asked about the main reason they prefer shopping via apps, fast delivery and exclusive offers were the top responses, each chosen by 31% of respondents. This was followed by saving time and convenience at 24%, indicating a fast-paced lifestyle that favors immediate, hassle-free solutions.

Interestingly, only 9% of respondents cited variety of options as the main reason, and just 5% mentioned avoiding crowded places. This suggests that the real value for consumers lies not in the range of products, but in the ease, speed, and overall quality of the digital shopping experience.

The Key Question: Do Consumers Plan Their Purchases During Holiday Seasons?

The results show a clear variation in how consumers manage their budgets during festive periods. 34% reported that they always set a specific budget, while 37% said they sometimes plan, depending on the situation. Meanwhile, 29% admitted they tend to buy spontaneously based on needs or desires, without any prior planning.

What Typically Motivates Consumers to Buy During Holidays or Vacations?

When analyzing purchase motivations during seasonal periods, it becomes clear that consumers are not driven by necessity alone. Instead, the surrounding atmosphere and emotional associations with the occasion play a major role in shaping their buying behavior.

The top motivations identified were:

Reason for Buying During Holidays	Percentage
I enjoy buying things that bring joy to my family or children	19%
The festive atmosphere encourages me to shop	15%
I make sure to look presentable and appropriate for the occasion	15%
Social occasions during the season require it (gifts, gatherings, travel, etc.)	13%
I take advantage of special offers and discounts available only during this time	12%
The season feels like an opportunity for renewal or change (clothing, decor, hobbies, etc.)	9%
Shopping is part of how I celebrate religious rituals and honor the occasion	9%
I feel that others around me are shopping, and I don’t want to feel left out	4%
No specific reason—I just buy what feels right in the moment	4%

Conclusion

This study reveals that consumer behavior in Saudi Arabia shifts significantly during holidays and festive seasons, shaped by a mix of psychological, social, and economic factors. Spending increases notably during Ramadan and Eid Al-Fitr, with purchases largely focused on family needs, entertainment, and household essentials.

Purchasing decisions are primarily influenced by promotional offers, followed by product quality and budget considerations. At the same time, digital platforms play a major role in helping consumers discover deals and encouraging purchases.

Importantly, many buying decisions during these seasons are emotionally driven—motivated by a desire to share joy, celebrate with loved ones, or simply participate in the festive atmosphere. Understanding these motivations gives brands a powerful opportunity to create campaigns that truly resonate with consumers and align with the spirit of the season.

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