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Traditionally viewed as a slow period, the summer months in the GCC are now emerging as a significant opportunity for brands to connect with consumers. Snap’s Dina Al Sabbagh discusses how evolving behaviors, new leisure trends, and reduced advertising costs are changing the way brands approach seasonal marketing.
Why summer in the GCC presents a unique chance for brands to engage with audiences
There is a prevailing misconception that summer in the GCC is a ‘dead season’. This belief has developed over the years, influenced by the extended vacations that residents take to escape the high temperatures. Consequently, brands have historically reduced their marketing efforts during this time, overlooking a substantial opportunity for engagement. By recognizing the advantages of reaching audiences when ad costs are lower and competition is less fierce, advertisers can capitalize on a largely untouched market.
Data from Snap indicates that advertising costs during the summer period (April to August) are 19% lower than the annual average cost per thousand impressions (CPM), making this the most economical time for brands to launch campaigns. Interestingly, while CPMs are decreasing, there has been an uptick in transactions during April and June, allowing brands to capture valuable consumer engagement at a fraction of the cost.
In Saudi Arabia, for example, the summer has evolved into a significant cultural and commercial force. The travel and tourism sector is projected to reach $4.3 billion by 2027 (Statistica), and Snapchat is central to this growth — from trip planning to discovery. Notably, 89% of Snapchat users who book vacations utilize creator links, while 93% rely on social media to discover the best travel deals and promotions.
What changes are occurring in consumer behavior during the summer months?
Summer in the GCC is not slowing down; it is transforming. While there is still a peak in international travel during the summer, this season remains vibrant for brand engagement and shopping. On one hand, consumers are increasingly interested in the expanding local leisure options, and on the other, they are preparing for overseas trips.
This shift is largely due to the rapid advancement of entertainment options in the GCC, providing residents with more opportunities to spend and explore over the summer. From concerts and festivals to staycations and unique experiences, the season is becoming more versatile. As a result, individuals are spending more on entertainment while balancing international trips with local excursions. Research from Ipsos shows that, on average, consumers embarked on three domestic trips during the summer of 2024, demonstrating an increased interest in local leisure and short getaways.
Moreover, one common misconception our research dispelled is the idea that consumers postpone summer shopping until they travel abroad. In reality, a survey revealed that over 75% of holiday shopping in Saudi Arabia and the UAE is planned in advance and occurs locally before departure. This proactive approach allows consumers to take advantage of deals, effectively prepare for their travels, and free up time for other pursuits while away.
The summer season has thus transformed into a time of intentional activity, presenting brands with a unique opportunity to engage audiences who are simultaneously in the stages of discovery, planning, and purchasing.
How can brands effectively participate in real-time moments without extensive seasonal campaigns?
Maintaining relevance does not require a large-scale campaign. Instead, brands can engage with consumers by celebrating smaller, key moments, such as graduations, Father’s Day, or the back-to-school season. These occasions allow brands to connect authentically and timely with their audiences while remaining aware of local sentiments.
These smaller initiatives help brands maintain visibility without the need for extensive activations. Data from a 2022 NRG study commissioned by Snap shows that 88% of Snapchat users feel a stronger connection to brands that acknowledge important celebrations.
From a media strategy perspective, these timeframes can yield a substantial return on investment. The CPMs during the summer months (April to August) are lower than the annual average, creating a cost-effective opportunity to engage with audiences, especially when aligned with culturally relevant moments.
Snapchat users frequently discuss and share their purchasing decisions on the platform, making it imperative for brands to stay connected. For example, during Eid and graduation, there is increased engagement with gifting and beauty content, while the wedding season stimulates interest in fashion, jewelry, and event services. During Saudi National Day, themes of national pride and creativity resonate, resulting in heightened interaction with AR lenses, geofilters, and related content. The chance for brands to be present when it matters is clear, even if not during a major seasonal event.
How are consumers redefining the marketing calendar, and what adjustments should brands make?
Modern audiences do not wait for significant moments to engage, significantly altering traditional marketing calendars. While seasonal peaks remain relevant, consumers are now interacting in more spontaneous and culturally engaging ways throughout the year.
Brands are responding by using traditional seasonal markers as anchors but recognizing they should not be the primary focus. The conventional marketing calendar has evolved into a framework for online consumer connections, emphasizing continuous engagement even during quieter periods. This new strategy integrates essential occasions with a mindset of being consistently present, particularly when consumer attention is high and CPM competition is minimized.
Instead of relying solely on large campaigns, brands are choosing to sustain engagement through smaller, tactical initiatives, whether via platform-specific content, narratives led by influencers, or themes tied to emerging trends. The revised marketing calendar now pivots on fluid engagement rather than fixed dates, allowing brands that focus on relevance over seasonality to maintain visibility in consumers’ minds.
How can brands leverage seasonal themes—such as travel, wellness, and family—to forge deeper emotional connections during summer?
It begins with an understanding of how seasonal behaviors vary among different audiences and how emerging trends influence consumer decisions. Our summer research indicates that local residents in Saudi Arabia and the UAE are more inclined to undertake international family travels than expatriates, creating openings for messaging that emphasizes connection, shared memories, and experiences.
There is also a noticeable increase in awareness surrounding wellness and self-care, although this varies widely among different demographics. Depending on the audience, self-care may encompass beauty routines, physical health, mental well-being, or dietary habits. These seasonal themes provide brands with opportunities to resonate with their audiences’ priorities during summer, whether preparing for travel, unwinding, or rejuvenating for the upcoming season.
Crucially, brands should focus on emotional triggers rather than just calendar events. Utilizing creator content and narrative-driven storytelling, brands can engage in a manner that is timely, personal, and highly relevant.
What significance does cultural relevance hold in summer campaigns across the GCC, and how can brands localize their messaging without resorting to typical seasonal clichés?
Cultural relevance manifests in various ways, including messaging, tone, imagery, and alignment with local trends and events. The essence of this relevance is a comprehensive understanding of who the consumer is and what matters to them in the current context.
In the GCC, summer varies significantly by region and audience—from local families planning Eid vacations to younger demographics focusing on wellness or celebrating graduation. Brands that move beyond generic summer tropes and instead reflect the behaviors and aspirations of their audience can foster more authentic relationships.
Achieving this does not necessitate radical changes. Often, it starts with a mindful approach, engaging with current discussions while presenting messaging that feels both familiar and innovative. Effective localization is subtle, purposeful, and emotionally astute.