Understanding the behavior of Retailers & Consumers for leaflet promotions in KSA during Saudi National Day 2020
Saudi Arabian National day is always celebrated on the 23rd of September. Known locally as Al-Yaom-ul-Watany, it marks September 23rd 1932, when King Abdulaziz announced the unification of the country as a kingdom. We conducted a high level review of retailer activity running up to Saudi National Day over time.
Understand the timing of the campaign – how the flyers are planned around the ‘Saudi National Week’?
To increase sales and footfall in 2020, 14% of retailers started promoting Saudi National Day flyers 2 weeks before and more than 70% of Retailers started promoting Saudi National Day flyers 1 week before Saudi National Day.
Understanding the dynamics of offers during Saudi National Weeks and Regular weeks:
Categories on which promotions reduce during Saudi National week
- School Supplies
- Mobile Phones
- Frozen Vegetables
- Air Conditioners
- Dried Fruits
There is an exceptional growth in the promotions of some categories during Saudi National Weeks:
Understanding the dynamics of offer and promotion mechanism during the Saudi National Day Period
- Toys & Games is one of the key categories on which retailers promote, with promotion increasing from 0.31% in regular weeks to close to 0.91% in Saudi National Day period
- Offer-Mechanics: Multibuy and percent discount constitute 95% during Saudi National Day
- Discount: There have been no drastic change in discount across regular and Saudi National Day weeks
Expectation from Saudi National Day 2021:
We have observed that The Saudi National Day Flyer activity is increasing over the years. In 2020, the Saudi National Day Themed flyers started 2 weeks before Saudi National Day started. Since 2020 was impacted by the pandemic, it is expected that retailers will be more aggressive with Flyers & Promotions in 2021, and we can see the same trend this year in Saudi Arabia with popular supermarkets starting Saudi National Day Themes.